Kraft Heinz came to GumGum with a distinctive creative vision for the Oscar Mayer brand: an ad experience that wouldn't just capture attention, but actively invite consumers to participate. The concept centered on a sandwich-building interaction — putting the user in the driver's seat to engage with the brand in a hands-on, playful way. The challenge was finding the right canvas to bring that vision to life at the scale and fidelity it deserved.

From the outset, our team took a consultative approach, recommending two formats well-suited to the ambition of the creative: the Desktop Skin and the In-Screen Expandable. Both offered the kind of generous real estate needed to design an experience — not just an ad. The In-Screen Expandable, in particular, called for a level of pre-production thinking that goes beyond standard campaign execution. Long before a single asset went into production, I developed detailed storyboards and basic wireframes to help the client visualize the custom interactive decision paths the unit would feature. This early investment in concepting gave Kraft Heinz a clear picture of the end experience and aligned the team around a shared creative direction before any design resources were committed.

Throughout the client feedback phase, GumGum's team remained a hands-on creative partner — helping guide key design decisions that kept the execution sharp and on-brand. As the campaign took shape, a complementary concept emerged for the Desktop Skin: a sandwich-stacking mini game that echoed the Sandwich Maker Quiz at the heart of the In-Screen unit. Rather than two disconnected executions, the formats worked together as a cohesive system — each reinforcing the same playful, consumer-first theme from a different angle.

The result was a campaign that demonstrated what's possible when creative strategy and technical execution are developed in parallel from day one. By embedding interactivity into the core concept — rather than layering it on as an afterthought — GumGum helped Oscar Mayer deliver a brand moment that felt less like advertising and more like an invitation to play.