Byte is a Health & Beauty startup based in Los Angeles, looking to transform the cosmetic dentistry category through their at-home invisible aligner system. But, faced with other larger competitors already entrenched in the same marketplace with exponentially larger budgets, Byte needed a way to differentiate themselves that went beyond their product offerings.
The cosmetic dentistry category is a virtual sea of sameness; hundreds of images of mostly women, smiling as widely and as disingenuously as possible into the camera, selling their smiles, not owning them.
In partnering with Byte I crafted their strategic north star, combining their hyper-personalized product offering with a belief system built from within; A smile that’s all your own. From there came a digital/social/broadcast campaign, taking aim at reclaiming ownership of a woman’s smile from those who often take it from her, and returning it back to her.
The campaign was shot and produced for under $50k and includes Instagram & Facebook still and video assets, a SnapChat filter, a :60 and :30 broadcast piece, and additional 9:16 native vertical format content.
