Live Life to the Brightest

JOJX has produced the newest campaign from Colgate in North America, “Live Life to the Brightest.” Director, Ace Norton, has helmed the series of three films featuring the oral hygiene brand’s Optic White products: Pro Series Toothpaste, ComfortFit LED, and Overnight Pen.

Each of the campaign’s spots pair an everyday decadent food or drink with a Colgate Optic White product as well as a set of perfectly beautiful white teeth. Evoking the full-body sensory experience of indulgent teeth-staining food and drinks, Norton immerses each spot with rich, saturated colors. “Coffee Break” emulates the deep, warm brown hues of coffee, “Breakfast” evokes the vibrancy of a blueberry pastry, while “Dinner Party” brings tomato sauce and red wine into focus all while Norton plays with perspective, opting for hyper-close-up shots and allowing the enjoyment of the food to motivate the camera movement.