The Challenge
Colgate needed a TikTok piece for its Luminous White campaign, built around one moment: the smile reveal. The reveal had to feel earned, inside a format people scroll past in seconds.
Our Goals
Make the product the payoff of a routine viewers already watch, so the toothpaste arrives as the finishing touch rather than an interruption, and keep the piece native to TikTok from the first frame.
The Creative Approach
The smile reveal was Colgate’s. The get-ready-with-me around it was ours: shirt, hair, final look, then the smile, which brings in the toothpaste. Each step raises the stakes for the last one, so the product lands as the moment everything was building to.
Behind the Scenes
The voiceover was written before the shoot, so every shot was planned to lead to the reveal. That meant capturing only what the story needed, composed for vertical from the start.
Production Highlights
We developed the concept and script, then directed, produced and finished the piece.
In Post
The edit follows the rhythm of the voiceover, cutting on each step of the routine and holding on the smile just long enough for the product to register.
More Work
