The Challenge: As our first project with Colgate China, this was an opportunity to establish a strong creative relationship for future collaboration. The brief was to create a compelling 30-second CGI mechanism-of-action film that clearly communicated the benefits behind a new product launch.

The Approach: I translated the product science into a clear visual narrative, storyboarding the film and establishing an art direction that balanced scientific credibility with premium product storytelling. The aim was to make a complex mechanism easy to understand, while creating something visually engaging. Colgate China’s new tartar control toothpaste with two distinct functions: to remove the buildup of tartar and prevent plaque (and in turn, further tartar) from forming.

The Outcome: Working closely with our in-house post-generalist, I directed the film from storyboard through to final execution, shaping the CGI, motion and visual details throughout. The finished 30-second film successfully brought the product science to life and helped establish the foundation for an ongoing relationship with Colgate China.