At MASE Berlin we decided to tackle the pleasure gap in heterosexual relationships.
We brought our concept to life through a provocative case film for Colgate.
Colgate
The best tool to close this gap is our mouth.
The Problem.
In heterosexual relationships, the pleasure gap is real:
women experience far fewer orgasms than men.
The Idea.
The Close the care gap campaign reframes oral care as a smart metaphor for intimacy.
Just as we brush daily because it matters, we must apply the same consistency and effort to our partner's pleasure.
The brand positions itself as the essential first step in being ready, attentive, and intentional.
The Idea.
The Close the care gap campaign reframes oral care as a smart metaphor for intimacy.
Just as we brush daily because it matters, we must apply the same consistency and effort to our partner's pleasure. The brand positions itself as the essential first step in being ready, attentive, and intentional.
The visuals for the Colgate Pleasure Index recreate the authentic feel of a real production set. I captured diverse women preparing for interviews in a relaxed space where they could freely express themselves.
We conceptualized the Ready Kit as a custom campaign product. This special toothpaste born from a provocative Durex collaboration proves that getting ready for intimacy starts right at the bathroom sink.
The toothbrush holder has a provocative design by shaping a tongue-like curve to make the metaphor clear.
Credits.
Khatia Nodia
Course Mentor
Giovanni Bertini
Director, Image & Video Production, Video Editing & Script
Sonia Pedrola
Creative Concept & Campaign Executions
Jacopo Ventura
Campaign Executions & Sound Design
Tools.
Google Gemini
Chat GPT
Flow
Higgsfield
Photoshop