This music video titled “The Beauty of Gaps” from agency VML is part of Colgate’s longstanding “Bright Smiles, Bright Futures” program targeting kids worldwide. “The Beauty of Gaps” shares a variety of smiles with gaps between teeth, showing us that these smiles too are beautiful, helping to build smile confidence.
“Our research has shown that when your smile doesn’t match the idealized version portrayed in the world, it’s easy to doubt its beauty,” said Diana Haussling, SVP and general manager of Consumer Experience & Growth at Colgate. “We at Colgate know that there is power in every smile, and I am proud that with this initiative we are providing resources to help kids smile with confidence wherever they go.”
Alfred Marroquin via production house Somesuch directed “The Beauty of Gaps,” in which towards the end appears a supered message that reads: "My Smile is my Superpower."
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Credits
Client Colgate Agency VML Fred Saldanha, global chief creative officer, Colgate-Palmolive; Wayne Best, chief creative officer, New York; Ana Magalhaes, Amanda Caldari, creative directors; Kyle Nutter, copywriter; Mariana Ortega, sr. art director; Greg Lotus, global head of production; Jessica Fiore, sr. integrated producer; Theresa Notartomaso, executive music producer; Joanna May, brand strategy lead. Production Company Somesuch Alfred Marroquin, director; Seth Wilson, managing director/exec producer; Roger Zorovich, head of production; Luigi Rossi, line producer; Mika Altskan, DP. Editorial Cut+Run NY Mah Ferraz, editor; Diana Mendez, sr. producer; Ellese Shell, exec producer; Iris Rodrigo, assistant editor. Color Company 3 NY Joseph Bicknell, colorist; Cassidy Conway, producer. Finishing Jogger Studios NY Matt Dolvan, Flame artist; Evan Sanyour, Flame producer; Tim Vierling, head of production. Music & Sound DaHouse Audio Lucas Meyer, music director/producer/sound engineer; Silvinho Eme, music director/producer; Lucas Mayer, Wondre Bettin, Bernardo Massot, music producers; Rodrigo Deltoro, sound engineer; Carol Masseti, Cassiano Derenjo, Iris Fuzaro, music exec producers.
South London director Daisy Ifama, represented by female-led, Brooklyn, NY-headquartered production company Tinygiant, brings her bold, socially conscious storytelling to this film titled Google Emergency, which explores how AI-driven insights are helping policymakers in Nigeria improve access to emergency obstetric care--an issue as critical as it is global. A former in-house creative at Google Creative Lab, Ifama is an alum of SHOOT’s 2023 New Directors Showcase.
Commissioned by Google in partnership with the OnTIME Consortium, Google Emergency was produced by creative studio Across the Pond and shot in Benin City, a beautiful, green location in Edo State, over a challenging six-day production. With unpredictable weather and intense logistical demands, the shoot offered a real-world glimpse into the obstacles patients face when accessing emergency obstetric care, particularly in a city where rain-induced traffic can mean life or death.
“This was one of the most important and emotionally resonant projects I’ve had the privilege to direct,” said Ifama. “Collaborating with Nigerian doctors, Edo’s health minister and mothers living in Benin gave us a deep understanding of the stakes and the potential for technology to revolutionize emergency response systems.”
The short film features voices from key figures such as Dr. Aduragbemi Banke-Thomas, principal investigator of the OnTIME Consortium, and Dr. Stanley Ehiarinmwian, permanent secretary at the Edo State Ministry of Health. Together, they speak about how AI-driven insights, like those developed through Google Research, can help decision-makers better map patient journeys, anticipate delays, and deploy resources where they’re needed most.
