It all starts with hello.

Target Audience: Gen Z

Key Message: Building confidence through your smile

Objective: Position Hello toothpaste to strike up confidence

Role: Art Direction

Copywriting: Grant Davis; bygrantdavis.com

Photography: Kelia Anne MacCluskey; kelianne.com

Whether you’re on your way to a job interview, first date, or rehearsing your lunch order before the waitress comes back…you deserve to feel your best. In this campaign, Hello shows how their toothpaste will help you shine- quite literally.