What do Bad Bunny, Billie Eilish and Lionel Mesi have in common? They all have stepped in front of the lens of talented director and photographer Alfred Marroquin. The Guatemalan/ Puerto Rican hybrid is behind Colgate‘s new campaign “My smile is my superpower.” We spoke with the groundbreaking filmmaker about his visionary work and the advice he has for aspiring creatives.

Alfred Marroquin, Julee Wilson, Diana Haussling, and Jackson Olsen at the launch event for Colgate’s new campaign ‘My Smile is My Superpower’

Colgate is celebrating differences—in people and their smiles. The brand recently held an in event in New York City to remind everyone that the most beautiful smile is the one they own. The new campaign “My Smile is My Superpower” is helmed by Marroquin, winner of multiple awards, including  MTV‘s VMA nomination for Best Latin Video for his work on J Balvin‘s ‘In da ghetto.’

His new original video for the brand, “The Beauty of Gaps,” celebrates a range of smiles and includes a whistled take on the empowering Katy Perry anthem, “Roar.”

Marroquin is acclaimed for his vivid and romantic visual style. Reminiscent of 90’s Spanish cinema and early 00’s music videos, the soul of his work is reflected through nostalgia, intimacy, and movement. Each of his films present the idyllic charm of classic melodramas, falling in and out of past memories and leaving you longing for more. His debut in the music video world was an undeniable catalyst in his career, crafting stunning visuals for artists such as Chloe x Halle, JBalvin, and Rauw Alejandro.
In addition to his music video feats, he’s directed short films for VOGUE UK, Billie Eilish, Dua Lipa and Rosalía, along with commercials for Honda, Pepsi, and IKEA.

H: How did you become involved with Colgate and this campaign?
Alfred Marroquin: They reached out to me. It was a big process finding a director. I rarely get projects with the feeling that I really really want to make this and this film in its essence is about celebrating differences, celebrating uniqueness. I grew up feeling like I was different, like I wasn’t like everyone else so it became easy.

H: How is it to work with such a major corporation?
AM: It’s incredible. It was really interesting because there is no project tied to any of this, so it feels like a world we already live in. It feels natural. It’s things just happening, it’s celebrating diversity, diversity of smiles. That was fun and incredible to do.

H; How did the concept come about?
AM: They came to me with the idea. Not only do we want to celebrate gaps, we want to incorporate a whistling kind of aspect to it in this backtrack of the song ‘Roar.’ I just flushed it out to not only highlight the gaps of our teeth but the gaps of everyday life. If you take a look at the video you’ll notice the bicycle isn’t perfect, the window shades in the kid’s room has a missing piece; there’s little things in the video like gaps in our everyday lives that we don’t notice but accept to be as perfect and normal.

H: What was the inspiration for that?
AM: I was thinking if I want to make a video, how do I want to make it, how different do I want to create it, what does it need.
I started to think of that just in general, not just the gaps in our mouths but gaps, and the feeling of being different and embracing it. We embrace such things ever day but rarely notice it.

H: How long was the process of getting the assignment to actually doing it?
AM: For this project it was quick because I also photographed the campaign. All the photos we did, I was heavily involved with that. There were so many aspects of this campaign I feel I blinked my eyes and it was done.

H: What are your thoughts on a young Latino heading this campaign?
AM: I love it. There’s endless amount of people that look like me, that are like me that are doing the work that I do.

H: What is the common denominator when working with major superstars like Bad Bunny, Post Malone, Billie Eilish, and J Balvin?
AM: When I get music videos I always think, am I going to be in love with this song the millionth time that I hear it, because you’re constantly listening to the same song, and I’m constantly listening to it.

I have to be interested in who they are musically and as an artist, Even with this campaign, it was the song ‘Roar’ that was in the backtrack.
I remember when that song came out, it’s such an anthemic and powerful song, it was just a perfect song for this.

H: What advice do you have for aspiring directors?
AM: I just want people to do it. Pick up a camera, pick up anything you want. Read, watch your favorite movies, pick up books of images that you really like and just try to create. The most important part about learning is by making it.

H: Finally, what is the key to your success?
AM: I have no idea (laughs). I’m just doing what I love and am really grateful and happy to do it every day.