Airwaves
Creative Lead
Nat Elwood
Creatives
Nat Elwood, Barbara Gil Rodriguez, Andrea Osorio Remy
Airwaves wanted to become the go-to gum for Berlin'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
Exaggerated expressions, cool-toned lighting, and fashion-forward styling made Airwaves' signature menthol rush feel almost tangible, creating a visual identity that was as bold and refreshing as the gum itself.
Flavor profiles
Once we established the visual language, we gave every flavor its own voice. Expressive beauty looks, custom color stories, and icy textures transformed each pack into an extension of the Airwaves world.
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 memes, internet references, and nightlife culture, we created content that felt native to their feeds and not like an ad.
