That insight shaped the launch of Peppermint Field.

Instead of talking like a traditional balm brand, we flipped the tone. Light, quirky, and unapologetically relatable—designed for everyday “mental dizziness” moments that younger audiences instantly recognize.

The idea was built for participation, not just exposure. We explored over 100 short scripts, refined them into a core set, and brought the
best to life as bite-sized films made to spread.

And they did—going viral before “viral” was even a term.

People created their own versions, shared them across YouTube, and carried the idea beyond the brand—even crossing into Japan with local adaptations.

Recognition followed. But more importantly, the work lived where it mattered—in culture.

Because when a brand speaks the way people feel, they don’t just watch. They join in. Work produced during my time at Ongoing.