INVISALIGN
WHERE WE’RE TRANSFORMING SMILES AND CHANGING LIVES.
time to learn how to speak doctor…
This story will be a little different.
Not one of creating award winning, portfolio worthy work (though not for a lack of trying), but one of growth and enhanced perspective.
A more personal telling of my time on Align Tech.
4 years.
3 different agencies.
2 new babies.
1 giant cluster f*uck of an account.
To be clear, my time on Invisalign was not spent developing the consumer campaigns of “not your parents braces” or “drama-free”, but on the professional side, where we had to take everything we knew about consumers and standard advertising tactics, and essentially, forget it. Or just try to think like advertising hasn’t evolved in the last few decades and that we’re speaking to people who don’t understand simple communication structures.
With that said, we created a LOT of work under their “invis is” campaign for professionals and some of it pretty dang beautiful.
areas of focus
brand strategy
art & video production
ROLE
Creative Direction
Art Direction
Design
Creative Strategy
Photo/Video Production
CREATIVE PARTNERS
Kelly Lennie • VP, Group Creative Director
Craig Lennie • VP, Group Creative Director Designer (Copy)
Greg Bandolik • Creative Director (Copy)
Michael Cohen • Creative Director (Art)
Melissa Moran • Design Director
John Larwood • Senior Designer
Lauren Mascolo • Sr Art Director
client management
ALL THE THINGS
Mandibular Advancement
A more comfortable solution to treating Class II malocclusions. Say what?
Our goal was to create a product hero launch video that enhanced the beauty and comfortability of the new enhanced precision wing aligner, making the product feel as premium and transformative as Align told us it was.
First, we had to create the aligner in CG. Then, apply it and create a storyline to educate dentists and orthodontists that this is the solution for their patients condition.
See – I told you we made it look beautiful – after jumping through all of the legal hoops and mandates, it’s the one thing we could hold onto.
