Direction, Art Direction, 3D Animation

Philips ZETA

Recently I had the great pleasure to direct and lead this wonderful project for Philips recent tooth whitening device.
The biggest creative challenge here was to portray the different teeth colours and shapes remaining in the Philips design driven universe.

This is the exploration of the challenge by looking through colours, shapes and light.

About the story

How to show it  beautiful
The potential way to show different coloured teeth & the journey from discolored (yellow/gray) to white teeth was happening through marble materials.

Marble holds many of the same physical properties as teeth, which allowed to effectively convey the whitening procedure.

Moreover, as a material, it bridges the gap between teeth - as an anatomical phenomenon and as a design.