COLGATE ‘Smile switch’ (Unpublished)

BRIEF
Colgate rolled out its global platform, “Your Smile Is Your Strength,” calling for stories that show how real smiles unlock inner strength in moments that matter. Our task was to translate this universal truth into a simple, powerful idea.

INSIGHT
A smile looks like a small facial movement. But science tells us it does more—it signals the brain to reduce stress, steady emotions, and activate confidence.

IDEA
We reframed smiling as the body’s natural switch, from fear to readiness in times of pressure.

EXECUTION
A print series inspired by a universal behavior: searching up “how to” before big moments.
Each question is met with an unexpected answer—a smile—reminding us that sometimes, strength is already right under our nose.