Chance Goldston
Creative Director + AI-assisted Art Direction + Design + Brand Builder
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UNRELEASED

 

Ideas that deserved the world. Client approval is a gate, not a verdict. These cleared every bar but one.

 

SHELL x BETTERHELP

Tackle trucker mental health with something no one saw coming. A Fleet Card perk that covers therapy. We partnered Shell with BetterHelp to give drivers free, on-demand counseling, then wrapped it in raw, docu-style storytelling made for the road. Real truckers. Real talk. Real relief. It never launched. But it still runs deep.

 

ROLE

creative direction + art direction + design

 
 
 

EDB / POSTGRES

Reimagine EDB as the pulse behind the Postgres revolution. I led the pitch with a creative platform built to inspire belief: data as art, code as culture, and Postgres as a movement. We pitched original music from Danger Mouse, data-driven installations, and a brand with real gravity. It never launched. But it proved enterprise doesn't have to play it safe.

ROLE

creative direction + art direction + design

 
 
 

HELLMANN’S MAYO MONDAY

Make Monday mayo’s holiday. Mayo Monday gave a condiment its own weekly ritual with Paul Rudd as its patron saint. A vintage centerfold in People with a mayo-scented reveal strip. A Mondays-only meal in lunchbox-art packaging, built to get snapped before it's unwrapped. Equal parts smirk, scent, and strategy. It never launched. But it made a condiment a headliner.

 

ROLE

art direction + design

 
Paul Rudd posed as a vintage pin-up centerfold in People magazine, with a mayo-scented reveal strip.
 
A limited fast food meal in custom packaging drawn from vintage lunchbox art, with bold color blocking and playful type.
 
 

BET ON THE SPREAD

Mayo lovers swear it’s better on the outside of the sandwich. That hot take became a national wager. A blind public taste test, a sportsbook partnership, and live odds on which regions spread which way. Sandwich stakes met real stakes. It never launched. But the odds were always good.

 

ROLE

art direction + design

 
 
 
 
 
A national blind taste test asking whether mayo belongs inside or outside the sandwich, with sportsbook odds by region.
 
 

MAYO CONFESSIONAL

Build a safe space for mayo lovers to spread their truth. The Hellmann’s Confessional, styled like a vintage photo booth, let devotees step inside, fess up on camera, and profess their love without judgment. Popped up outside restaurants and festivals. Part brand theater, part guilty pleasure. It never launched. But the love was always real.

 

ROLE

art direction

 
 
 
 
 
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