Colgate (for Refinery29)
There's nothing more radiant than a confident smile. In 2016, Refinery29 partnered with Colgate to interview three women for a series of Instagram-first assets to find out what specifically they loved about their personal and one-of-a-kind smiles.
Considering channel distribution, Refinery29 approached creative from a strategic POV taking into account the types of visuals that were high-performing and the stories that were naturally being told on Instagram at the time.
Yaminah (@spicy.mayo): "My smile means everything to me, as it should to everyone. It unlocks doors, calms, reassures, and creates so much joy."
Megan (@megangabriellle): "The thing that makes my smile would have to be my gap. I hope that it inspires people to find beauty in their own 'imperfections' and love themselves regardless of society's beauty standards. We're all different for a reason!"
Chen (@asianglam): "I just love to smile, it's like my coffee every day. You never know who will fall in love with your smile."
Creative Direction, Casting, Photo Production, and Social Media Strategy
Photographer: BriAnne Wills
Art Direction + Strategy: Lindsay Arakawa and Cassidy Turner
Stylist: Helen Rendell
Models: Chen Yu, Yaminah Mayo, Mega Gabrielle
Make-up Artist: Allie Smith
Hair: Timothy Aylward