See the official press release: click here.

Mitra Creative is excited to announce the April 4 launch of MYLIFEINSMILES.COM. Developed for the New York-based GEN ART, “the leading arts and entertainment organization dedicated to showcasing emerging fashion designers, filmmakers, musicians and visual artists”, MyLifeInSmiles.com is a Web 2.0 photo contest site especially designed for Gen Art’s sponsor, the Crest Whitestrips® family of products.

MyLifeInSmiles.com is a full-featured, metadata-rich Web 2.0 file sharing site which enables visitors — contest participants – to upload photos of their favorite smiles. A limited number of photos will be selected as winners of the contest and featured in a special photo exhibition to be hosted by Gen Art in late spring.

This project is a milestone for Mitra Creative–our first comprehensive project, developed in partnership with and for Gen Art, for a worldwide brand (P&G/Crest). It also demonstrates the richness of our capabilities in the production of social networking sites, in database and file sharing workflow design and in full-scale brand integration.