The Creatives Room

Smile Strong

Brand: colgate · Agency: VMLY&R · Year: 2020 · Category: Print / OOH · Medium: image

This print campaign features intimate, black-and-white studio photography of women's bodies post-childbirth. Each image is a tight close-up on the abdomen, creatively framing stretch marks or a C-section scar to resemble a smiling mouth. The lighting is soft and directional, emphasizing the natural, unretouched skin texture. The stark, minimalist composition transforms these physical marks into symbols of resilience and maternal strength.

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Smile Strong - VMLY&R - 2020 | The Creatives Room