For the 2011 launch of Colgate's tiny, disposable toothbrush, the Wisp, we created a Facebook game called "Spin The Wisp" and commissioned 8+ YouTube video makers to create original, branded content by integrating the Wisp product into their existing shows in the narrative, how to-, talk, and comedy genres, forming a portfolio of branded content on the web for Colgate's new product.

  -  overview of the assets created for this campaign

  - My favorite "spot": the "Ridiculous Infomercial for the Colgate Wisp" produced by Black20. "It does so much more than clean your teeth & freshen your breath. Fruity Watermelon Baskets? Hello!" 

  - Michelle Phan's "Kissable Lips" which garnered more than 10,000 views

  - "Real Life Twitter" by College Humor (great story of a video that almost didn't make it to air)

  - and finally, the Big Fuel case study video, with testimonials from the Colgate brand team, BF leadership and yours truly!