ClearChoice
Challenge
ClearChoice had the strongest offering in the market — permanent dental implants created by the foremost doctors in the field and backed by a lifetime warranty. But the message wasn’t reaching the market. Their story had become too clinical, too expected, and too focused on the outcome. It skipped past the human part. At the same time, aggressive new competitors were flooding the market with confusing, surface-level promises.
Solution
We shifted the brand from an outcome-based, “smile-driven” approach to messaging that meets consumers where they're at, recognizing their pain. We built a new platform around the truth that these aren’t just dental decisions; they're emotional ones. And we showed that ClearChoice is the only provider who can deliver on a lasting solution: A Smile built for life.
The Voice of Doubt
Approach
We started by listening. To patients, doctors, internal teams, and to the quiet doubts that were keeping people from taking the next step. From those insights, we built a strategy that focused less on procedures and more on people. The creative brought that shift to life with a campaign that felt less like an ad and more like a breakthrough moment.
Insight-Driven Storytelling
We led the research from start to finish, interviewing patients, doctors, and staff to understand what was really holding people back. It wasn’t just skepticism about providers; it was deep, personal doubt and expensive temporary solutions. We used AI to analyze years of qualitative data, tested concepts with real patients during production, and refined every word to reflect what people were actually feeling. And we didn’t just surface the insight. We built the entire story around it.
Refined Brand Position
We claimed a position ClearChoice could truly own: Smiles built for life. It wasn’t just a line; it was a promise rooted in what patients actually wanted: a real, lasting fix after years of pain, patchwork solutions, and disappointment. We built the campaign around that insight, demonstrating that this is the last dental procedure patients would ever need. And that's something only ClearChoice can deliver.
Real People, Real Smiles
ClearChoice had always featured real patients, but the story was always about the outcome — the perfect smile. The truth was hidden.
Instead of waiting until after treatment, we worked with people who were still in pain, still uncertain, still deciding. We brought them into the campaign in that moment. We showed the missing teeth, the closed-off smiles. And we recorded their pain in their own words. For the first time, ClearChoice showed the reality before the result — and gave people a reason to believe that change was possible.
Smarter Landing Pages That Tell a Story
We designed the Lifetime Warranty page to do what most healthcare pages don’t: communicate clearly. That means direct headlines, a strong value proposition, and real reasons to believe woven into a story people can actually follow. We handled the UX, design, and copy, making sure every element worked together to build trust. It’s one of the highest-performing pages on the site because it respects people’s time and speaks to what they actually care about.
Campaign Creative
We redefined the brand’s visual language to feel human, not clinical. Photography moved to warm, cinematic close-ups with natural light that captures real emotion. We told the full story, not just the result, and embedded key proof points into the visuals themselves.
The creative spanned every touchpoint, from national broadcast to social to in-center materials. We built thousands of assets, a complete campaign toolkit, and a design system that feels consistent, grounded, and real.
Impact
The “Voice of Doubt” broadcast campaign has reframed the entire ClearChoice narrative, both internally and externally.
- Consumers related deeply. Testing showed higher emotional resonance and message believability, especially when paired with the Lifetime Warranty.
- Staff rallied behind the strategy, seeing themselves as more than providers; they’re now guides to confidence.
- The brand now has a campaign that is both memorable and meaningful.
- Content and messaging tests in market yielded at +31 second Average Engagement Time over current ads and an increase of 4.53 percent Engagement Rate
Credits
Joe Wangler + John DeLuca + Anders Newman + Allison Catuira + Caroline Swain + Nancy Mines + Katie Sullivan + Anwar Khuri + Deb Pahl + John Geletka + Bob Fontana + Ash ElDifrawi + Marcelle Parrish + Rahma Samow + Daniel Hennessy + Jenna Blanton + Tommy Blockyou + Jennifer Wishart + Patrick Brennan + Adam Moorman + Lauren Moorman + Ariana DeSimone + Tracey Spera + Hugo Escobar + Glen Noren + Tyler Nelson + Zach Scheitlin + Katelyn Lanigan Kolton + Harrison Gill