Airwaves
Creative Lead
Nat Elwood
Creatives
Nat Elwood, Barbara Gil Rodriguez, Andrea Osorio-Remy
Airwaves wanted to become the go-to gum for Germany’s young crowd. We said, "bet." We built a bold visual world that dialed up the brand's signature menthol kick, turning that unmistakable icy hit into an aesthetic people wanted to be part of.
The first bite is the hero
Airwaves doesn't do subtle. We leaned into that with oversized reactions, playful compositions, expressive styling, and social-first edits that made the brand's signature menthol kick impossible to scroll past.
Flavor profiles
Once we established the visual language, we gave every flavor its own personality. Each pack became a distinct world, brought to life through curated color palettes, expressive beauty looks, & culture-inspired moments that extended the Airwaves universe far beyond just chewing gum.
Tapping into club culture
We met our audience where they already were: deep in Berlin's club scene and terminally online. By tapping into familiar internet references and nightlife culture, we created content that felt native to their feeds and not like an ad.
