For the 'Creative Ideation & AI Collaboration' course, led by Khatia Nodia at MASE in Berlin, my team and I chose to tackle the issue of the pleasure gap in heterosexual relationships. To address this, we developed a case film featuring the Colgate brand.
Colgate
The Problem.
We track and optimize everything in our lives, yet female pleasure remains an afterthought. In heterosexual relationships, the pleasure gap is real: women experience far fewer orgasms than men.
The Idea.
This Colgate’s 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.
For the visuals of the Colgate Pleasure Index, I aimed to recreate the authentic atmosphere of a real production set. The goal was to depict women of diverse nationalities getting prepped for interviews in a relaxed environment, where they could express themselves freely.
As the custom product launched specifically for this campaign, we conceptualized the 'Ready Kit', a special toothpaste born from a provocative collaboration with Durex. Featuring a design of intertwining colorful swirls, I aimed to evoke the fluid, sexy sensation of an orgasm. It acts as a real, actionable tool, proving that the first step to getting 'ready' for intimacy starts right at the bathroom sink.
My idea for the toothbrush holder was to create 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