Colgate Optic White Purple Serum / 2024 - 2025

Extension of the Purple franchise into a new Serum format & Social-first rollout.

80M+ TikTok Views | 50+ assets

Role: Creative Direction, Art Direction, Production, Hands on Execution | Deliverables: Campaign Toolkit | Region: APAC (Global rollout)

Context & Strategy

Building on the success of the Purple franchise, the launch introduced a new serum format to elevate whitening into a beauty-led routine. The strategy focused on translating functional benefits into sensorial, social-first content, designed for TikTok and social commerce platforms. A modular content system was developed to enable consistent storytelling across markets, creators and touchpoints.

Creative System

I led the creative direction for the launch of Colgate Optic White Purple Serum, shaping a more contemporary visual approach across talent and product storytelling. A distinct close-up perspective was introduced to create a more intimate, Gen Z relatablilty, influencing both performance direction and product styling. This beauty-inspired visual system designed to position the product as a daily whitening ritual.

  • Visual Language (purple fluid, serum texture, shine cues)

  • Beauty Codes (dropper, skincare gestures, close-ups)

  • Platform Adaptation (TikTok-first framing, vertical thinking)

  • Storyboard for Fake Reality Video

  • Art Direction

  • Moodboard - Sensorial

  • Moodboard - Sensorial

  • Moodboard - Packaging

  • Moodboard - Packaging

  • Moodboard - Talent

  • Moodboard - Bathroom

  • Moodboard - Camera Angle

  • Photography Brief

  • Photography Brief

  • Photography Brief

Product Storytelling

Elevated product visuals to anchor credibility and premium perception.

Content Ecosystem

Designed as a modular content system to scale across markets and platforms.

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From Content to Commerce

Seamless transition from scroll-stopping content to purchase.

  • TikTok Shop Hero Image (Purple)

  • Purple Serum

  • New Teeth Serum

  • Not a Toothpaste

  • Unique Texture

  • Color Theory

  • Ultimate Purple

  • 3 Easy Steps

  • Application

  • 💜

  • ✨

Reimagining the e-commerce experience with bold, scroll-stopping product reveals that drive attention and conversion.

e-Commerce Takeover

Social-First Rollout

Content designed for native platform behavior, blending education with entertainment.

4 strategic hooks: Disruptive ‘NEW’ Serum, Color Theory, Product Usage and Efficacy.

Livestream Integration

The launch successfully extended the Purple franchise into a new category, resonating strongly with social-first audiences.

Social content generated 80M+ TikTok views, reinforcing the effectiveness of a content-led, platform-native approach.

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Colgate Optic White Purple Launch
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Colgate Total Relaunch