Colgate Optic White Purple Toothpaste Wave 2 / 2024

Role: Creative Direction, Art Direction, Production Creative Brief, Production Oversight
Deliverables: Lo-Fi Social Videos (TikTok) & Fake OOH
Region: APAC (while serving as visual guidelines for other countries)

Building on the success of the Purple Toothpaste launch, we created 12 TikTok-style videos and Fake Reality videos to sustain the excitement. Inspired by trending TikTok formats, these videos blended creative storytelling with an authentic, relatable tone to deeply engage our target audience.

To maximize impact, we designed the videos to be slice-and-dice ready, allowing for multiple renditions and optimized versions across different APAC markets.

Creative & Art Direction

  • Storyboard for Fake Reality Video

  • Storyboard for Fake Reality Video

  • Purple Color Palette

  • Purple Color Palette

  • Art Direction

  • Moodboard - LoFi

  • Moodboard - Talent

  • Moodboard - Talent

  • Moodboard - Bathroom

  • Talent Expression

  • Talent Poses & Interaction

  • Lighting

Fake Reality Videos

Introducing a fresh take through Fake Reality Videos to disrupt the social media scroll with eye-catching product reveals.

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

Lo-Fi Social Videos

A total of 19 Lo-Fi videos were produced, each centered around one of four strategic hooks: Color Theory, Sensorial, Talent Usage and Product Packaging.

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Colgate Optic White Purple Serum Launch
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Colgate OW Purple Toothpaste Launch (2023)