PEAK Energy Gum approached me to run a national outdoor push and suggested we use CAASie—the self-serve out-of-home platform that lets you book screens by location, time and budget. Using CAASie, we rolled out 31 billboards of varying sizes across Australia and New Zealand. The creative brief was simple: most people default to “energy drink,” not “energy gum,” so we put the product front and centre. With no product photography of the gum piece available, I built the hero visuals from scratch—AI-generated base (carefully prompted) combined with hands-on Photoshop to craft glossy, speckled gum pieces that read instantly at speed. A bold, high-contrast campaign carried the line “Chew something new!”, with canisters and gum locked up for clarity and recognition. To make the most of the traffic the billboards would drive, I lifted the Instagram first impression with a new profile image, branded story highlight covers, and a pinned three-tile intro. The outcome pairs a nimble media buy with straightforward creative: show people exactly what it is - and why it’s different.