SPEC · FICTIONAL BRAND
POC Clear Aligners
A fictional brand built around one habit: hiding your smile so often you stop noticing. Three executions carry it from public, to personal, to alone.
CATEGORY
Clear aligners
OBJECTIVE
Get the people putting it off to book a consult
RULE
One habit, shown three ways
The campaign
Public, personal, alone
This started as a single spec ad. I decided to take it a step further and turn it into a campaign.
People put off aligners for years, even though they know they exist and probably need them. All three ads point at the same habit, hiding your smile: at a party, across the table, and alone with your phone.
Every ad ends on the same offer: a free consult, a 3D scan, and you see the finish before you start.
WORK
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Self-initiated concepts and ideas, not commissioned by the brands shown.