Miami Awards
Category
Art Direction
Annual ID
MIA25_CR001B
One of the largest specialty candy "retailtainers" in the world needed a fun and engaging way to educate consumers about their Bundle options. The answer was on the brand’s Character in Chief, GUMBLE.
Created by Miami artist Golden305, the 2D candy connoisseur was elevated into a full 3D animated spoken character, fully developed and animated at Mad. Alongside the new use of the fun, candy-shaped It’Sugar font type, GUMBLE starred in his own animation to live inside a holographic box in stores across the US, teaching customers how to "chews" their mix of candy.
Created by Miami artist Golden305, the 2D candy connoisseur was elevated into a full 3D animated spoken character, fully developed and animated at Mad. Alongside the new use of the fun, candy-shaped It’Sugar font type, GUMBLE starred in his own animation to live inside a holographic box in stores across the US, teaching customers how to "chews" their mix of candy.
2025 Awards
Total Points: 3
Bronze Winner
Credits
Agency
MAD / Miami
Client
Jarett S Levan
Client / Brand
IT'SUGAR / Fort Lauderdale
Art Director
Felipe Zola
Ricardo Cazzo
Vinicius Sakamoto
Associate Creative Director
Caio Fortes
Creative Director
Gustavo Vieira
Motion Designer
Rafael Rangel
3D Generalist
Chase Mussey
Javier Herrera
CEO
Marc Aptakin
Operation Director
Juliana Tonussi
Production Manager
Be Be
Video editor
Rafael Teixeira
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