A first for Colgate
We wanted to help the brush immediately feel real, and for people to be able to see how effortlessly it would fit into their lives. While the features of a smart toothbrush are a bit complicated to explain, we sought to make the Hum experience feel simple and necessary through art direction and interaction.
3D animations helped the brushes feel tangible and compelling through a screen, and slick product photography against bold backgrounds help give the product a fashion vibe.
Elevated Shopping Experience
The site needed to play the dual role of providing deep information on the product and allowing visitors to purchase directly through the site or in-store. We helped Colgate think about shaping the site as a hub for Hum – removing all possible barriers to purchase, however people choose to do so.