Colgate Total Relaunch / 2024 - 2025
Reframing Oral Care Through Prevention
90M+ TikTok Views.
Role: Creative Direction, Art Direction, Production, Hands on Execution | Deliverables: Campaign Toolkit | Region: APAC (Global rollout)
Context & StrategyI led the creative direction for the Total relaunch, repositioning the brand from functional care to a more holistic, prevention-led narrative.
The strategy focused on translating scientific efficacy into clear, elevated visuals that simplify complex benefits for everyday understanding across APAC markets.
Product & Science Storytelling
Visualizing bioactive technology through clean, modern compositions to make efficacy intuitive and credible.
Demo Video 1: Iodine
Demo Video 2: Plaque Detector
Lifestyle Visual System
Building a cohesive visual system that balances science with everyday relevance, reinforcing Total as a daily prevention essential.
Talent Key Visual
Product Key Visual
From Content to Commerce
Translating core visuals into high-performing commerce assets, ensuring consistency across retail and digital touchpoints.
Lifestyle-Led Social Videos
Bringing the prevention narrative into everyday contexts through talent-led content, balancing product sensorials with relatable usage moments.
PHASE 2: SOCIAL-FIRST EXPANSION (2025)
Extending the relaunch into platform-native content designed for TikTok, blending education with relatable trends and everyday scenarios to drive engagement at scale.
