NG LAUNCH
WHERE WE SHAKE UP THE STATUS QUO.
AREAS OF FOCUS
brand campaign CONCEPTING
You have a great vision for your practice. It’s offering superior patient care and relationships that lead to a wider referral network. A motivated, dedicated staff that love their job, and want to do even better. And thriving revenue streams that grow over time.
Now...it’s time to Expand that vision.
Expand is the first campaign concept to live under the “it starts with iTero” creative platform. It convinces our audience that now is the time to take action and gives them something to care about and a message to get behind.
brand strategy
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)
Andrea Gill • Creative Director (Art)
Nick Ewertz • ACD (Copy)
Fernando Palandi • ACD (Copy)
Ryan Falch • ACD (Art)
Lauren Mascolo • Sr Art Director
CREATIVE DIRECTION
HOW DO WE CHANGE THE PERCEPTION OF WHAT SCANNERS CAN DO?
We created 4 narratives to show how iTero is shaking up the status quo with it first-of-its-kind innovation that are ownable, unexpected and disruptive in the category.
01
innovating small
How big can small actually be?
The wheel. The lightbulb. The iPhone.
Small in size, but transformational in stature. Built on the desire to redefine, to reimagine, and to realize the untapped potential of unconventional thinking.
So when it came time to innovate, we set our sights high. Making sure we scrutinized every tiny detail to create something bigger than the sum of its parts.
Something bigger than we imagined.
Big enough to disrupt the industry.
And to transform the way we think about scanning.
All while being small enough to fit in the palm of our hands.
Defying definitions. Redefining the category.
And proving that size doesn’t matter.
The campaign was paired with launch events, social cadences and unboxing videos to get the word out and make it the most memorable launch of their doctoral influences lives.
02
the power of lumina
With great power comes great responsibility.
The responsibility to keep pushing boundaries, to ask the questions no one has asked,
and to go beyond the horizons that others have set.
Beyond the expectations of others,
it’s about knowing that you have the power to always outdo yourself.
The power to rise above the competition and set a new standard for the industry.
And the power to transform everyone’s experience.
It’s not just a wand.
It’s the most powerful tool in your practice.
The campaign was paired with launch events, social cadences and landing page experiences.
03
designed for more
More is a small word with gigantic potential.
More can add to a thing you love. And keep any good thing going.
More can signify something is better by comparison. Or improved from what it once was.
More clarifies and adds context.
It’s impressive and self-assured.
Intentional. Yet totally unexpected.
It opens the door to countless possibilities.
Because more is simply powerful from every angle.
So, if you want to create the most revolutionary intraoral scanner the world has ever seen… More is what you design for.
The campaign was paired with launch events, social cadences and takeovers – all doing MORE than the next.
04
iconically itero
The key to meaningful evolution is constant revolution.
It’s reinventing the wheel when your current wheel is working just fine.
It’s asking what’s next before you even finish the next big thing.
It’s redefining what something means and changing what it can do.
It’s delivering the totally unexpected again and again and again.
Setting the highest standards and always leading the way requires fearlessness and restlessness.
Because you can’t keep raising the bar if you sit on your hands.
This is what it takes to be iconic.
This is what it means to be iTero.
The campaign was paired with launch events, social cadences and landing page experiences.
