Colgate Optic White Purple Toothpaste Launch / 2023
Role: Brand Conceptualisation, Creative Direction, Art Direction, Visual Strategy, Production Oversight, Hands-on Execution
Deliverables: BEX & Content Toolkit
Region: APAC (while serving as visual guidelines for other countries)
Partnering closely with the marketing team, I proposed the core creative idea—“Hello Purple, Hello Shine” 💜✨—with the supporting line “Bye Bye Yellow” to spotlight the product’s color-correcting benefit. This concept was adopted as the central campaign idea by both internal stakeholders and WPP partners, shaping the 360° activation.
It reinforced the product's benefit in a bold, consumer-friendly way and reflected my ability to influence and co-lead strategic creative thinking from within an in-house role. The concentric circles were used as a distinctive visual anchor, giving the Purple series a clear and ownable identity across assets and channels.
Product Key Visual
To create a distinct and ownable identity, the concentric circles became the key visual element that anchored the Purple series, reinforcing the product’s technology and premium appeal.
15sec CGI MOA Film
Lifestyle Photography
UGC-Inspired Videos
The campaign made waves on TikTok, with the social videos surpassing 10M+ views, marking a pivotal shift toward leveraging new platforms for Colgate’s marketing campaigns.
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