When Every Meal Feels Like a Punishment

Problem — For food-loving China, meals aren't just meals, they're connection, tradition, the whole point of gathering. But for millions in Tier 3-5 cities, that warmth has a catch: tooth sensitivity turning every hot bowl of noodles, every icy dessert, every spicy hotpot into a moment of dread. And the scariest part? Most people have just accepted it as "part of life."

Solution — We didn't think pain deserved to be normal. So we borrowed a genre that knows dread better than anyone, horror, and used it to dramatise the very real terror of tooth sensitivity. Because if your lunch break has jump-scares, it's time for a cure, not a coping mechanism.

Enter Sensodyne: the plot twist nobody saw coming.

Completed in collaboration with Ella Hennessy, Schermaine Choo, and Ivy ha