The Brief: Rebrand Caramilk and start to move away from the mysterious brand of the past 50 years.

The Insight: When you eat a Caramilk bar, you don't just munch it down like most other candy bars. You break it apart, piece by piece. It takes you more time to eat and gives you more time to yourself. In the past the brand wanted you to wonder how they got the caramel inside. Now, we wanted to shift that wonderment from mysterious to curiosity.

The Solution: A hypnotic blend of delicious, oozing caramel and some funny, though-provoking rhetorical questions meant to make you tap into your curiosity for a moment while you enjoy a Caramilk.

My Role: Art Direction