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, Ace immerses each spot with rich, saturated colours. ‘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 Ace plays with perspective, opting for hyper-close up shots and allowing the enjoyment of the food to motivate the camera movement. 

Opening with the line “Teeth were made to indulge,” the Colgate campaign left in the directorial hands of the JOJX director, is certainly indulgent. In line with his previous work, Ace brings his characteristically bold, visually elegant, and fun sensibility to the films for Colgate. 

“I wanted to power this campaign with a light-hearted, bright, and joyful appeal. I kept everything playful and charming, allowing the mischievous delight of eating food you know will stain your teeth to seep through,” says Ace. “Bringing that experience in such proximity to such a beautiful white smile makes the audience want both in equal measure.”

Executive producer and founder of JOJX, Joe Care, added, “Ace continuously packs a lot of punch in a small amount of time. His highly original framing and camera work elevates anything he works on, giving everything an incredibly premium and cinematic sheen. His sensibility is such a natural fit for this campaign and we’re all very proud of the spots we’ve created together.”