Your Smile is Your Strength

We developed a social-first storytelling campaign centered on the idea that your smile is your strength. Featuring PWHL athletes Renata Fast and Emerance Maschmeyer alongside WNBA star Aaliyah Edwards, the content paired intimate b-roll from the athletes’ daily lives with spoken-word poetry by New York Times bestselling poet Josie Balka. The short-form videos layered powerful narration with authentic athlete moments to highlight the habits, preparation, and mindset that build confidence over time.

How can Colgate authentically connect with younger audiences while reinforcing its confidence platform through athlete storytelling that feels real, relatable, and native to social media?

The campaign delivered a series of short-form pieces built around the athletes’ real lives. Training sessions, travel days, and quiet routines were layered with spoken-word poetry from Josie Balka to create simple, grounded storytelling. The brand appears as a quiet constant within everyday moments, not the focus. The work is a reminder that lived experience is still what earns trust and attention.