Colgate Optic White Purple Serum Launch / 2024 - 2025

Role: Creative Direction, Art Direction, Visual Strategy, Production Creative Brief, Production Oversight, Hands-on Execution
Deliverables: Content Toolkit
Region: APAC (while serving as visual guidelines for other countries)

Excited to bring another innovation to life, I led the creative direction for the launch of Colgate Optic White Purple Serum. We built on key learnings from the Purple Toothpaste launch, refining the visual direction to create a more premium and elevated aesthetic.

The Content Toolkit for Purple Serum includes:
✔ Glorified Product Renders
✔ Product and Talent Photography
✔ E-Commerce Thumbnails & PDP
✔ Lo-Fi Social Videos
✔ Fake Digital Reality Video
✔ TikTok Livestream Assets

Designed for APAC markets, these assets ensure a strong, cohesive launch across multiple platforms.

Creative & Art Direction

Glorified Product Renders

Product & Talent Photography

E-Commerce Thumbnails

Disrupting the screen experience on social media with playful, attention-grabbing product reveals — creating a new form of fake digital reality.

To support APAC rollout, I developed an editable After Effects working file, enabling local markets to adapt and customize backgrounds easily. The 3D product animation was also designed for flexible repurposing across various touchpoints.

E-Comm Takeover

Lo-Fi Social Videos

A total of 16 Lo-Fi videos were produced, each centered around one of four strategic hooks: Disruption, Color Theory, Product Usage and Efficacy.

Livestream Assets

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ACUVUE Oasys 1-day (2022)

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Colgate OW Purple Toothpaste Wave 2 (2024)