Detoxify Even Below
the Gum Line.

Gum Detoxify Launch
While working at Arc Worldwide, a Shopper and Retail Marketing agency, I had the amazing challenge of working on the launch of Crest's new product Gum Detoxify. What started as a normal benefit visualization exercise, became the look and feel for the entire 360 campaign for the product. Wait… what!?! A 360 campaign driven by retail? You bet! The approachable and easy to understand concept helped illustrate how damage can still happen underneath the gum line. The campaign became the most successful Oral Care category launch across the globe in 15-years. As of today, this record remains unbeaten.

As a key contributor to the project, I assumed the role of design lead, spearheading the exploration of numerous benefit visualization concepts alongside my design team. Through meticulous evaluation, the client ultimately gravitated towards my concept and design, giving me the opportunity to art direct and manage the development of all retail deliverables. Additionally, I collaborated with the above-the-line team, harmonizing efforts in social media initiatives and the creation of the launch TV spot.

Art: Susan Vargas (Concept)
Copy: Matt Stuyck
Agency: Arc Worldwide / Leo Burnett
Client: Crest