Felipe Machado and Tiago Marcondes, a.k.a. the Alton duo, directed this series of spots for Colgate’s new Natural Extracts line of toothpastes.
Inspired by traditional Asian dental hygiene methods, the product incorporates natural ingredients like sea salt, charcoal and essential lemon oils in their composition.
Because of this emphasis on the natural, additive-free aspects of the product the campaign adopted a handcrafted, DIY look and feel. The visual elements were animated frame-by-frame by hand, including the packshot and tagline, with as little digital post-production as possible.