For the OOH action of Colgate on Avenida Paulista, Criaatva was responsible for the integral construction of a monumental tube of toothpaste, developed to engage directly with the urban space and the intense flow of people.

The project involved a complete chain of internal development, including the volumetric reading of the product, constructive definition, manufacturing of parts, structural assembly, and high-quality finishing, ensuring visual impact, stability, and safety for an installation in a public area with heavy circulation.

The execution required precise planning, process control, and total integration with the technical parameters of OOH media, respecting strict standards, deadlines, and operational criteria.

The result is an iconic urban intervention that translates the brand's identity on an enlarged scale and reinforces Criaatva's specialty in building complex scenic projects for strategic urban environments.