case studyfilm · central smile
Nobody looks forward to the dentist. So film the part that is not the drill.
A dental practice, filmed around the scanning rather than the treatment. The intraoral scan is the moment a patient stops being told what is wrong and starts seeing it, and it is also the least frightening thing in the building.
The scan, and what it puts on the screen
Dentistry is a category people put off. Its own stock imagery is the chair, the overhead light and the instrument tray, which reproduces exactly the anxiety that keeps the appointment unbooked, and a smiling family photograph does not answer it. The film leads on the scanner instead: it is painless, it is quick, and it turns the appointment into information rather than a verdict.
The challenge
Every practice markets on trust, and every practice says so in the same words on the same photograph of the same chair.
The imagery is not neutral. It is a picture of the thing the patient is avoiding, used to persuade them not to avoid it.
Meanwhile the genuinely reassuring part of a modern practice, the diagnostic technology, is usually left out because it is not obviously photogenic.
How we approached it
The film opens on the scanner and what it produces: the patient's own mouth, in colour, in three dimensions, in seconds, on a screen they can see.
The clinicians are shown using it rather than posing with it, which is what makes a practice look practised.
One minute, because this is a film that has to work as a pre-roll and on a practice's own front page.
the filmthe delivered cut
One minute, scanner first.
Built to run as a pre-roll and on the practice's own front page.
Central Smile · 1:01 · sound on
the lawwhat this one proves
In a category people avoid, film the part they are not avoiding.
The default imagery of an anxious category is a picture of the anxiety. Finding the part of the service that is genuinely reassuring, and leading on it, is not spin: it is the accurate description of what the visit is now mostly made of.
Converted from Hong Kong dollars at indicative rates. Work is quoted and billed in HKD.
A service people put off booking.
Nine questions, about ninety seconds. You get a price range and a date at the end of it.
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