The film must follow the clean and premium esthetic of a Colgate commercial but also play with the pop urban codes to be able to grab the attention of a Gen-Z audience. To achieve that we will use dynamic angles with short lens which are the codes of manga, hip hop music videos and modern commercials (and the smartphones lens they are used to). We will have funny angles like camera inside the phone looking at our talent. We will switch, from extreme short lens angles to nice long lens (when filming product and Win), from stylized shot to beauty shots, that will be the grammar of our trendy film. We will take great care on crafting every shot to look clean and sharp but also surprising and entertaining. This TVC must be as cool as a super clean hip hop music video…by Chris.

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