These are executions from an unofficial campaign I wrote for Crest called “absolutely brilliant”

The idea behind this campaign was to take a parity product brand, such as Crest Toothpaste, and give it a distinct voice and style. I wanted to highlight how a good toothpaste can have a tremendous positive impact on a person’s day and help them achieve great things. That gave me the idea to connect the best moments in a person’s life to how good their teeth look.

Early in the creative process, I had this image in my head of a person being photographed and their smile being so bright it creates a lens flare. That seed grew into the “Absolutely Brilliant” campaign, which aimed to celebrate people’s brightness of mind, personality, and smile. To do that, there were three main aspects of a person’s life that I wanted to highlight in this campaign: education, career, and family.