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)
I am excited to bring another innovation to life by leading the creative direction for the launch of Colgate Optic White Purple Serum. For this campaign, I championed the use of the 0.5 camera angleβa Gen Z-inspired perspective often seen in selfies π€³βto inject a fresh, modern and relatable energy into both talent portrayal and product styling. I shared this creative vision through a TVC shoot wishlist, which was later adopted by the WPP agency team. This not only shaped the final campaign visuals, but also highlighted how in-house creative leadership can influence and elevate broader brand outputs.
The Content Toolkit for Purple Serum includes:
β Glorified Product Renders
β Product and Talent Photography
β E-Commerce Thumbnails & PDP
β Lo-Fi Social Videos
β Fake Digital Reality Video
β TikTok Livestream Assets
Designed for APAC markets, these assets ensure a strong, cohesive launch across multiple platforms.
Creative & Art Direction
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Storyboard for Fake Reality Video
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Art Direction
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Moodboard - Sensorial
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Moodboard - Sensorial
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Moodboard - Packaging
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Moodboard - Packaging
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Moodboard - Talent
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Moodboard - Bathroom
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Moodboard - Camera Angle
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Photography Brief
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Photography Brief
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Photography Brief
Glorified Product Renders
Product & Talent Photography
E-Commerce Thumbnails
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TikTok Shop Hero Image (Purple)
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TikTok Shop Hero Image (Red)
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TikTok Shop Hero Image (White)
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Purple Serum
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New Teeth Serum
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Not a Toothpaste
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Unique Texture
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Color Theory
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Ultimate Purple
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3 Easy Steps
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Application
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β¨
Disrupting the screen experience on social media with playful, attention-grabbing product reveals β 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.
