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Wrigley's 5 Gum



MJZ Director Dante Ariola's previous commercials for Wrigley's 5® gum are renowned for their filmic quality and hi-tech style. Since we were a part of the first campaign, we jumped at the opportunity to collaborate with him again on the new ad for the React™ gum series. As we expected this latest spot, out of Energy BBDO, delivers a big punch.

The predominately CG spot is a take on the classic psychiatrist's inkblot test. Dante uses his blend of smooth and imaginative direction to portray the test subject's individual responses via swirling dark ink images.  

Chris Knight, our Lead Flame Artist explains, "It's always a pleasure working with Dante, he has a great eye and knows exactly what he wants to achieve. This spot has given us the chance to dip into a broad range of visual effects - sci-fi motion graphics, matte painting and of course a lot of CG by way of the set enhancements, robot arm and ink cloud.  It was a perfect collaboration between all parties."



  • Agency: Energy BBDO
  • Producer: John Pratt
  • Creatives: Frank Datallo, Isabella Ferreira, Jonathan Ozer


  • Production Company: MJZ
  • Director: Dante Ariola
  • Producer: Natalie Hill
  • Director of Photography: Chris Soos


  • Editing Company: Peepshow Post
  • Editor: Andrea MacArthur

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Executive Producer: Sue Troyan
  • VFX Producer: Arielle Davis
  • Shoot Supervisor: Chris Knight, Robert Sethi
  • 2D Lead Artists: Chris Knight
  • 3D Lead Artists: Robert Sethi
  • 2D Artists: Andy Bate
  • 3D Artists: Dan Marum, Matt Longwell, Sid Odedra, Gwain Liddiard, Martin Rivera, Jean Choi, Niklas Jacobson
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