Max White One Model Shoot is an interactive modeling experience for the brand's whitening toothpaste. The product was launched previously with fashion style positioning. This year's challenge was to build that engagement online.

Our idea was to use the webcam as a camera lens. We created a character, an egocentric photographer named Rupert Prescott, and filmed him from the model's point of view. As he shoots, the flash goes off, the screen goes white and the webcam captures the user's Picture. Consumers arethen offered a contact sheet they can share on social networks.