5 Gum

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5 Gum - Overstimulate Your Senses

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Jay & Jin

Chewing 5 Gum hits different now. More digital. More chaotic. More alive.

For this new series, Hornet directors Jay & Jin reimagine the iconic “Stimulate Your Senses” campaign, first launched in the late 2000s and cemented in pop culture for its cinematic swagger. They rebuild it for a hyper-digital, internet-native audience.

Four flavors. Four films. A cascade of maximalist imagery, sci-fi influence, and meme-logic storytelling. Ascent, Cobalt, Rain, and Prism each become their own micro-world: a wormhole, a watermelon metropolis, a rebirth on an alien windowsill, an icy detonation.

Grounded in their architectural roots and fueled by a distinctly internet-era sensibility, Jay & Jin craft each spot with meticulous design and playful worldbuilding at its core.

This new evolution doesn’t just stimulate your senses. It Overstimulates them. It twists your brain in the best way possible and turns every chew into a hyper-sensory joyride.

Credits

Creative Studio Hornet
Director Jay Asavabenya & Jin Jindawitchu
Executive Producer Jo Arghiris
Senior Producer Greg Behrens
Producers Kaewkalaya Emphandhu, Ravikan Tatiyasuk
Production Coordinators Pacharee Sahatsaphat, Pichayapa Thanusin
Senior Editor Anita Chao
Conform Editor Minseok Kim
Art Director Justin Burks
Storyboards Sami Healy, Alisha Liu
Designers Justin Burks, Jay Asavabenya, Jim Rhode, Ayan Nag
Head of CG Pakorn Bupphavesa
CG Supervisors Richard Kim, Pidok Moomuensri
VFX Supervisors Tatchapon Lertwirojkul, Prin Nimmannitya, Adam Abdularee
Technical Director Chayakorn Yamyuent
CG Leads Patrick Porter, Christina Ku
Lead Look Dev Sirinya Choovoravech
Texture & Look Dev Christina Ku, Nicole Noel, Anne Yang, Kantitad Kimkao, Napat Keskomol, Panitsara Rungampaiphat, Bavornsak Udomchimplee, Kanoksak Kittinatgumtorn, Suphawida Tempiam, Warangkana Thangtongkul
Animation Director Wesley P
Animators Patrick Porter, Nick Christie, Matt Corsillo, Nataporn Meekong, Ratchawat Srithong, Jiranan Wongsilakij
Animation (Co-Creation) Tonq, Jay Asavabenya, Matt Corsillo
Rigging Sombat Pitakmoo
Lighters Christina Ku, Nicoel Noel, Anne Yang, Pintip Munhmun, Wilasinee Krittayopas, Kunnawut Denmaneeduang
Lead FX Sopon Noonurat
FX Joseph Chen, Carlos Sandoval, Peerawat Moonkhay, Kasedtam Poonsawad, Teerapat Charoenkhet, Natthaphong Teepsawang
Character FX Siriwan Jamsaard
Modeling Lead Sila Suwansaard
Modelers Angeline Rivera, Sivavit Bunthongsuk, Sorawit Muangkham, Yongjune Choi
Senior Compositors Matt DeFranco, Alex Harding, Radchapong Phekasut, Worrachat Kamfun
Jr. Compositor Ria Shinde
Motion Designers Fede Cook, Lucas Gugliari
Additional Assets & Shots Chaya Pictures Co.

Talent Lead Jonathan Chun
Managing Partner Greg Bedard
Director of Production Karen Lawler
Head of Creative Development Kristin Labriola
Head of Production Dez Stavracos