Colgate Optic White Purple / 2023 - 2024
Defining an Ownable Visual System & Building scalable Social-First Content system across APAC
50+ assets | Multi-market rollout | Millions of organic views
Role: Branding. Creative Direction, Art Direction, Production | Deliverables: Campaign Toolkit | Region: APAC (Global rollout)
ContextThe launch of Colgate Optic White Purple introduced a new visual identity and product narrative centered on color correction. The challenge was to translate this into a scalable content system that could drive sustained engagement across diverse APAC markets.
PHASE 1: LAUNCH (2023)
Establishing the Visual & Brand System
I defined the core creative platform “Hello Purple, Hello Shine” and visual identity for Purple, translating color-correction science into a bold, consumer-facing narrative adopted across the full 360° campaign.
15sec MOA Film
Product Key Visual
Lifestyle Photography
UGC-Inspired Videos
Early UGC-inspired content drove over 10M+ views, validating social-first storytelling for the launch.
E-commerce Assets
PHASE 2: SCALABILITY (2024)
Evolving into a Social-First Content Engine
Building on the launch, I transformed the campaign into a modular, social-first content system designed for scale. Content was structured around repeatable hooks and formats, enabling continuous production and local adaptation across APAC.
Content Pillars System
Color Theory → product education through visuals
Sensorial / ASMR → texture & experience
Talent-led → relatable, everyday usage
Product-led → packaging & functional moments
Lo-Fi Social Videos
Format Innovation: Fake Reality
To break social scroll patterns, I introduced “Fake Reality” videos by blending CGI with real-world environments.
These were designed as editable templates, enabling fast localisation across markets.
