Ideal Dental Campaign
Ideal Dental needed a campaign that made them feel more like a trusted neighborhood dentist rather than a national chain.
The final direction was Instant Smileification, supported by a bold visual system and social strategy. Shown first is my favorite concept, “That’s okay. Let’s start today.”
My Role
Conceptual brainstorming
Campaign lockup and identity for “Instant Smileification”
Visual direction for photography
Social strategy + concepts for reels, carousel, and static posts
Paid media using AI-driven insights
The Approach
The design pairs a simple smile-shaped lockup that interacts with natural smiles to reinforce energy and positivity across every touchpoint, with bold, personality-driven photography.
The Result
A recognizable, flexible campaign that modernized Ideal Dental’s brand presence and gave them a cohesive creative platform across channels.
Team
Agency Creative; Bart Hirneise (Concepts, Writer), Renato Rimach (Concepts, Creative), Toan Dang (Creative Director), Nikki Caballero (Art Director)
The Concepts
We explored many different concepts, examining the many emotions associated with smiles, and how a smile makes others feel. We also explored storytelling through smiles, showing how Ideal Dental is there for you through all of life’s adventures. And we looked at different ways to highlight the brand’s benefits in an engaging way.
These diverse ideas gave me the chance to experiment with typography, color, and photography. Each concept had a different vibe, but I wanted to focus on creating a healthy, wholesome aesthetic that would connect with the Ideal audience and stand out amongst competitors.
The idea I was most proud of was “That’s Okay, Let’s Start Today”, a campaign built on empathy that removes guilt and gives people permission to begin again.
Using honest, relatable “confessions,” the platform reframes how Ideal Dental speaks to patients: with understanding first, care second. Below are some executions for that concept.
I created playful doodles that would pairs well with the empathetic messaging, and could be used as a visual identity across social and more.
Ideal Dental also needed an internal campaign to support team morale and reinforce the same empathetic spirit we were communicating to patients. I extended the “Let’s start today” platform inward, creating a set of messages that celebrated care, encouragement, and the everyday impact team members have on their patients’ lives.
The Final Campaign
But ultimately the campaign that resonated most with the client was “Instant Smileification”. The Instant Smileification campaign is all about capturing the joy and authenticity of a smile. The look and feel evokes the rush of happiness you get when your favorite song comes on, pure, unfiltered, real moments, while keeping colors and design elements simple so the emotion and photography takes center stage. The brand lockup wraps playfully around a person’s smile, highlighting genuine moments and subtly echoing the curve of a grin. Through this approach, we show what makes Ideal Dental special. Whether it is a cleaning, an ortho adjustment, or a quick fix that saves the day, patients leave feeling confident, cared for, and genuinely happy.
Instant Smileification turns every visit into a moment of joy that is authentic, personal, and unforgettable.
The Social Strategy
We developed a comprehensive social strategy designed to meet Ideal Dental’s guests online while staying true to the brand’s human connection.
For video reels, some concepts we explored were inspired by trends, like “fit checks” but ending with a smile from Ideal Dental. Another idea was to celebrate real smiles in the wild, giving compliments to strangers and capturing their genuine reactions. Other areas we strategized on were static and carousel posts, where brand recognition has a stronger play. These posts showcase holistic healthcare tips that go beyond teeth, motivational quotes, and fun seasonal promotions. The overall goal was to showcase authentic, joyful smiles and highlight the confidence that comes from visiting Ideal Dental.
Through storytelling, accessible education, and genuine community building, we turn #InstantSmileification into more than a hashtag, it’s a lived experience that strengthens trust, deepens loyalty, and celebrates every smile.
