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Overview
Meet Chewbert! Created by Psyop in collaboration with BBDO for Extra Gum, Chewbert was designed to be a focus companion, built to help people lock in and stay present for the moments that matter most.
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Creating a character that feels instantly recognizable takes more than a great idea. Before Chewbert ever appeared on screen, the team explored countless sketches, refining his shape, silhouette, and personality until every detail felt just right.
From there, Chewbert's personality continued to evolve through modeling, animation tests, and expressive performance development. Every stretch, squish, splat, and curious little glance was carefully crafted to make him feel playful, endearing, and unmistakably alive.
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With his design established, the team choreographed his movements and entrances, testing how he interacted with the world and how his personality could shine through even the smallest gestures. The goal wasn't simply to animate a mascot—it was to create a character audiences would connect with.
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That attention to character extended beyond the campaign itself. Chewbert appeared across films, murals, social content, and pop-up experiences, each execution reinforcing the same playful personality while adapting to a variety of formats and touchpoints.
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We really loved the partnership and all the craft Psyop brought to the animations, texturing, lighting, and everything else that made Chewbert the amazing sentient blob of gum he became.
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From sketch to screen, Psyop and BBDO developed a fully realized character system that could live far beyond a single campaign, giving Extra Gum a memorable mascot with the flexibility, charm, and personality to show up wherever the brand needed him next.
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