Orbit, Wrigley’s chewing gum brand under "dental" umbrella, needed a unified story to align its fragmented sub-brands. I joined the BBDO creative team to develop a long-running campaign that blended strategic cohesion with comedic storytelling. At its center: a cast of quirky, fictional dentists - the “Dentists in Orbit.” I helped build this brand world and was instrumental in securing Hollywood comedy director Frank Coraci (The Wedding Singer, Click) to bring it to life.

The campaign spanned five years across TV, digital, social, and mobile, anchored by a central platform featuring interactive content, games, and brand activations.