Six live-action Korean micro-dramas for Colgate Optic White Purple were extended by using generative AI to create bespoke toolkits for influencers across Asia. Audiences suggested alternate endings, which became generated versions of the stories.
Client
Colgate-Palmolive
Agencies
Ogilvy ANZ (creative)WPP Production (generative AI production)
Role
Generative production strategy
Period
2026
The campaign needed a modular generative system that could produce a wide range of scenarios on short timelines, while the underlying video models kept evolving. It was a fun and challenging design, built in close collaboration with several teams across Asia Pacific.
Credits
Client
EVP Marketing, Asia PacificSamir Singh
Sr. Director, Marketing APACWen Zhu
Director, Marketing APACAnaswar Rajagopal
Senior Brand Manager APACLiz Yang
Head Content Lab, APACKenny Choo
Content Production Manager, APACJacinta Francis
Senior Digital Art Director, APACKatelyn Chen
Shopper Design Manager, APACAudrey Lee
Creative & Media
Chief Creative Officer, Ogilvy Group Hong KongSarah-Leith Izzard
Senior Art Director APAC, WPPCPKen Kaneko
Copywriter, WPPCPOliver Samuelson
Executive Director APAC, WPPCPDaniel Cullen
Business Director, APAC, WPPCPKunal Rasania
Associate Account Director, WPPCPMark Tan
Associate Strategy Director, WPPCPInes Rubio
President – Client Solutions, WPP MediaVidhyadhar Kale
