COLGATE

BRAND EQUITY 2022: “SPEECH”

Speech was created to showcase the power a smile has that enables those around us to move forth at their most trying times. In this piece, we tell the story through the lens of a young teen, making her first public speech in front of her peers. This quickly became a very relatable moment for all of us who struggle to allow ourselves to shine in the spotlight.

CREDITS

ECD: Sean Burns
CD/Copy: Duc Nguyen
ACD/Art: Terry Lee
Director: Kevin Foley (Rakish)
Post Production: Nomad Editing Co.
Music: Echoic

OPTIC WHITE PRO SERIES

CREDITS

ECD: Sean Burns
CD/Copy: Brandon McCoy
ACD/Art: Terry Lee
Director: François Vogel (Reverie)
Post Production: Nomad Editing Co.
Music: Echoic

COLGATE TOOTH MASCOT

Clients asked us to create evergreen content as well as “something” we can post on various holidays. We proposed these cute little tooth characters to serve as mascots for the brand and they would be catered to whatever we want to post. We made sure we can execute 2D and 3D visuals of these assets, reserving 3D for the bigger moments. We created multiple different evergreen content from characters jumping around tubes of toothpaste to brushing themselves—we had to kill the flossing one because it suddenly looked low-key inappropriate, haha. The holiday season post was the first to start the series. We had them joyously speeding down a ramp on a sled and fly through our messaging that was made up of puffy clouds. It was so beautifully done, just so adorable and cute, it was no surprise that it performed really well—So well that the series continues strong to this day. When creating characters to represent a brand, it’s a bit risky because it often looks cheesy and ill-fitting, but these came out perfect. I’m really glad that they have longevity to move onward as an own-able and recognizable part of Colgate’s visual branding.

The following three animations were created after my team’s departure from the brand—I’m really glad they kept the integrity, the fun, and likeness going.

CREDITS

ECD: Sean Burns
ACD/Copy: Sarah Crist
ACD/Art: Terry Lee
Animation: Made by Radio

BRAND EQUITY CAMPAIGN 2021: “THE POWER OF A SMILE”

CREDITS

ECD: Sean Burns
CD/Copy: Duc Nguyen
ACD/Art: Terry Lee
Director: Kevin Foley (Rakish)
Post Production: Nomad Editing Co.
Music: Echoic

BRAND EQUITY CAMPAIGN 2021: “BE THE REASON”

Coming out of 2020, the whole world felt at a disarray from many political clashes, to undeniable and stark evidence of global warming, to an outbreak of the most deadliest modern disease. How do we move forward after more than a year of uncertainty, turmoil, and of loss?

Colgate has been on a mission to promote optimism, and through this new campaign, we took a big leap from product/benefit-focused campaigns to tend to our hearts. We wanted to share how we as humans of optimism approach and champion the bruised and fragile present at hand and the future ahead—assuring we have the power to change the world around us and take steps forward to something better and brighter. We carefully casted real people to tell our anthem—nodding to perhaps one of our greatest trials.

CREDITS

Global CCO: Fred Saldanha
ECD/Copy: Sean Burns
ACD/Art: Terry Lee
Director: Rodney Luther King (Even/Odd)
Post Production: BigSky
Music: Echoic

RENEWAL

For the launch of their new toothpaste, we created a 360 campaign for North/Latin America—TV, print, digital, in-store, and social.

CREDITS

ACD/Copy: Sarah Crist
ACD/Art: Sebastian Piacentini & Terry Lee
Director: Lizzy Sanford (Mosaic Media Group)
Post Production: Nomad Editing Co.