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.

This professional campaign titled 'Live Life to the Brightest' was published on March 09, 2023. It was created for the brand: Colgate, . This Digital and Film media campaign is related to the Household Products industry and contains 3 media assets. It was submitted over 1 year ago.


Director: Ace Norton
EPs: Joe Care, Jackson Morton, Pedro De Oliveira
Producer: Thomas Martin
DP: Stephen McGehee
Production Supervisor: Braulio Rios


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.