TUMS Mobile Boxing Game

Mobile boxing game that let's heartburn sufferers fight the foods that cause heartburn.

How do you extend a brand campaign beyond a :30 spot, transforming it into something that people will want to engage with again and again? The TUMS TV campaign featured food that fights people - literally. This gave us an idea: create a mobile game that allows people to face food as opponents in a boxing ring. The TUMS Battle of the Burn mobile game, a free app available in the iTunes store, allowed us to take a strong TV idea and turn it into something even more engaging. And we had a lot of fun doing it.

Role: creative direction, creative strategy, concept, UX, art direction, design, production oversight

Copyright 2015, Aaron Cacali