Brand & Content: SmileSet
Smile care that
makes you feel confident.
Dental care is a clinical category. I gave SmileSet a visual identity that doesn’t feel like one. I went onsite to the Smile Studio and built it from scratch. Creating concepts, directing the photographer, shot lists, and video ideas, directing every shoot from concept to the room itself. A visual identity that makes an in-clinic visit feel like a lifestyle choice.
Smile.Set.Go
directed on-site
In-office, mid-shoot
Turning a brand pillar into a visual identity.
I built this shoot around SmileSet’s core brand pillar, “Results You Can Feel Confident About,” translating it from a tagline into something patients can actually see: a smile reveal, in the room where it happens.
directed on-site
Product detail, styled and directed
Visual imagery our audience can relate to.
I directed this shot for who’s actually watching: Gen Z and millennial women. The product reads like something they’d choose for themselves.
the shoot
Selects, behind the scenes, and impact
