Colgate | Luminous White

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The Challenge

Colgate wanted a launch spot for Luminous White Glow that tied a whiter smile to the moments people care about most.

Bride and groom at the end of a flower-lined wedding aisle, from the Colgate Luminous White commercial

Smiling bride with a glowing light streak and the 10 Years of Stains claim, from the Colgate Luminous White commercial

Man taking a gym selfie in a red tank top, from the Colgate Luminous White commercial

Smiling man at the gym with the In 4 Weeks callout, from the Colgate Luminous White commercial

Our Goals

Show the confidence a brighter smile brings at life’s milestones, and make the product part of them.

Guests cheering the newlyweds down the aisle, from the Colgate Luminous White commercial

The Creative Approach

We built the spot around big moments: a wedding, a dating app match, a graduation, a new job. Each scene catches the smile at its peak, and a glowing light streak reveals the difference.

Graduate in a red cap and gown with the One Second callout, from the Colgate Luminous White commercial

Smiling graduate with a glowing light streak, from the Colgate Luminous White commercial

Office worker in a red tie with the One Second callout, from the Colgate Luminous White commercial

Office worker smiling with a glowing light streak, from the Colgate Luminous White commercial

Behind the Scenes

We built a wedding aisle under a floral arch, a gym, a graduation photo booth and an office, and lit each set so the smiles read naturally on camera.

Office worker in a red tie smiling in a modern office, from the Colgate Luminous White commercial

Production Highlights

We produced and shot each milestone, then designed animated callouts like “It’s a Match!” and “Hired!” to punctuate the moments.

Monitor showing the office scene during filming, behind the scenes, from the Colgate Luminous White commercial

Graduate in a red cap and gown looking at the camera, from the Colgate Luminous White commercial

Graduate posing in a 2024 photo booth, from the Colgate Luminous White commercial

Dating app match with an Its a Match callout, from the Colgate Luminous White commercial

Job interview handshake with a Hired callout, from the Colgate Luminous White commercial

Crew reviewing the script on the gym set, behind the scenes, from the Colgate Luminous White commercial

In Post

Bold motion graphics and a signature pink glow tie the scenes together, with careful color work so skin and smiles stay natural.

Colgate Luminous White Glow end card: The best moments deserve your best, from the Colgate Luminous White commercial

More Work

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Bumble Travel | Be Where You Are

Man holding an orange in the produce aisle

What’s Your Next Commercial?

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Colgate | Luminous White