Behind the scenes of the Ultra Lite campaign
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Great ideas don’t just appear — they’re imagined, crafted, and brought to life by teams of real people. Here’s the behind-the-scenes of the Ultra Lite campaign shoot (see the final cuts here).
Why we chose this concept
When we set out to launch quip Ultra Lite, we started with a simple observation: the mouth is often overlooked in the world of whole-body wellness. We talk about sleep, nutrition, skincare, exercise, and mental health — but oral care rarely gets the same attention.
We wanted to change that with a campaign that treated brushing as more than a routine. Instead, it would celebrate the brush as giving your mouth the life it deserves.
At the same time, the campaign needed to reflect what makes Ultra Lite special: powerful cleaning, effortless use, and thoughtful design. Creatively, we wanted it to feel different from anything quip has done before — and needed to be scroll-stopping, unexpected, and make people say: What was that?
If your mouth were calling the shots, what would it want? We shopped around to a few different partners with this question, and finally chose the surreal, elevated world that (internally) we lovingly named Mouthphoria, pitched from Chicago-based agency Quality Meats.
Why the worlds are so fun (and a little unexpected)
As the idea of Mouthphoria took shape, each setting became an exaggerated expression of what Ultra Lite does best. Efficacy became a surreal gym, ease-of-use turned into a dreamy spa, and thoughtful design found its home in a curated art gallery. The environments feel familiar at first glance — but pushed just far enough into fantasy to make you look twice.
To create these worlds, we worked with a miniature artist who built tiny sets that allowed us to play with scale and perspective. This made the brush feel right-sized for the mouth, in an environment that’s rich with strange, delightful details for you to find with every rewatch.
Of course, every story needs a main character — and in this campaign, that character is the mouth.
Since we wanted to literally personify the mouth-as-person, we cast an actor to bring the mouth to life on screen. Wearing a custom, hand-crafted mouth headpiece, she became the character at the center of each world — flexing in the gym, relaxing in the spa, and appreciating design in the gallery. On set, we filmed her interacting with a larger-than-life toothbrush prop against blue screen so that later we could place her seamlessly inside the miniature environments.
Meanwhile, Ultra Lite had its own moment on set, photographed separately to capture every detail.
In the final edit, the team compiled all three pieces together: the handcrafted miniature worlds, the performance of the mouth, and the oversized brush in action. With everything layered together, the result was a playful, surreal universe where the mouth finally gets to be the main character.
The final result
Bringing the mouth and Ultra Lite to life across three worlds gave us exactly what we hoped for: a campaign that makes brushing feel fun, elevated, eye-catching, and entirely about the experience — not just the brush itself.
Each scene tells a different part of the Ultra Lite story — and together they capture one idea: Brushing doesn’t need to feel like a chore. It can be a self-care ritual that’s the best part of your mouth’s day.
quip. Give your mouth the life it deserves.
Credits:
Agency: Quality Meats @qualitymeatscreative
Miniatures: Kate Stransky @katestransky
Production team: sandwiches
Mouth model: Elyse Karpfinger @elyse_karpfinger
Studio: Breakfast for Dinner @breakfast.for.din