Previous Project

My Smile Is My Superpower



Today’s pressure to have a “Flawless Smile” is damaging the confidence of young adults. 86% of Gen Zers think most people they see online, on social media and on TV have perfect smiles. Since Colgate exists to help everyone own their smile, we set out to remind people — and especially Gen Z — that their own smile, no matter the size, shape or shade, is beautiful.
2024 Featured in:
Adweek, Teen Vogue, AdAge, Creative Review and more




Directed by Alfred Marroquin, “The Beauty of Gaps”  is a music video starring kids with gap teeth featuring a whistled rendition of the empowering anthem “Roar” one of Katy Perry’s biggest hits. Inspired by the insight that a gap can help you whistle, it uses whistle as the main instrument. It’s a celebration of confidence, reframing the gap,  a so-called flaw, into a superpower.




While music videos traditionally star celebrities, “The Beauty of Gaps” puts the spotlight on ordinary kids made to feel extraordinary just by owning their Smile . The Soundtrack was built to be as authentic as the smiles themselves, intentionally out of tune and out of tempo in places.











Each person has their own unique whistle and instrumentation, driving an intimate surround sound score that feels true to real life. We even put a unique spin on the classic Colgate font, introducing a bespoke type treatment.





Beyond a music video, the campaign was designed to authentically connect with Gen Z and involved Twitch streams, painted murals, cinema screenings, night projections on iconic New York buildings, and more. 
Each placement aimed to put a spotlight on the smiles missing from today’s media landscape and celebrate individuality. 






AnaMagalhaes


Hi! I make ads, products, exhibitions, paper props and great travel plans.
I am a Portuguese Creative Director in NYC, with a background in Design, Art Direction and Curatorial Studies. I have lived, studied & worked in Lisbon, Barcelona, Helsinki, Hamburg and New York. 

Creative Director


Brooklyn, NY
Currently VML New YorkBefore Y&R Lisbon, Korefe Hamburg, Lowe Lisbon

Contacts


(+1) 646—299—2508
magalhana@gmail.com
Travel photo @petitemagalhaes 
Side project  @pinhatacolada

Clients


All Nippon Airways AXE Babybel BMW Colgate Goldfish Google Mini New Balance United Nations Vespa