"Introducing All New Class And Classified. Dark. Minimal. Premium. The antithesis of every whitening toothpaste ad ever made."
The Brief
Create a product launch campaign for a luxury dental cream concept under Lacoste, positioning oral care as a luxury lifestyle statement, not a clinical product.
Directed the full campaign, from the hero OOH billboard visual (dark luxury products tumbling against black, copper Lacoste branding) to the product photography series and print collateral. Deliberately subverted every white-background toothpaste convention.
Campaign Art Direction
Dark, matte-black product photography with copper-gold accents. Rotating product compositions against deep black, luxury fragrance aesthetic applied to oral care.
OOH Billboard Design
The hero visual: product bottles tumbling in zero-gravity against black, Lacoste logo in copper. "Class And Classified" in refined serif. Built to own the screen.
Product Design + Print
Full print campaign across magazine ads, standees, product mockups. Every piece reinforcing: dental care as a luxury object, not a commodity.
"The visual language deliberately subverted every white-background toothpaste convention. That was the entire creative brief."
— Abhinav Kaushal, Campaign Director
What I Learned
Category conventions are creative opportunities. Every product category has visual clichés, the best campaigns ignore them.
Luxury is a feeling before it's a price point. Dark backgrounds, copper accents, and restraint communicate premium without a word.
