Client
Project Type
Publish Date
About Project
A simpler way to start a straighter smile.
Smile Express created an at-home scan service that brings an iTero scanner directly to the customer, making the first step toward Invisalign feel easier, more personal, and more convenient. The service is built around a professional digital scan that is reviewed by a licensed orthodontist, giving customers a clear and confident way to begin from home. Willis Inspire was brought on to produce the photo and video campaign, supporting the shoot through location scouting, talent casting, crew sourcing, production, and final delivery of hero images, a :30 website spot, and a :15 paid social cut.
:30s All Markets
The Challenge
Starting Invisalign can feel like a big step, especially when customers are trying to understand which at-home options are right for them. Smile Express needed to introduce its iTero at Home Scan service in a way that felt clear, approachable, and clinically credible.
The campaign had to balance convenience with confidence. The service needed to feel easy and welcoming while making the professional care behind the process clear. The key message: Smile Express brings the scan to the customer, then has it reviewed by a licensed orthodontist.
The Idea
We focused the creative around comfort, convenience, and professional care.
Rather than treating the iTero scanner as the whole story, the campaign positioned the service as a better first step: simple for the customer, supported by modern scan technology, and reviewed by a licensed orthodontist. The visuals were designed to feel bright, friendly, and professional, showing the scan as something that fits naturally into a customer’s day while still carrying the confidence of expert review.
:15s All Markets
The Campaign
Willis Inspire led the production effort for both photo and video, bringing together the location, talent, crew, and production approach needed to make the service feel personal and approachable on camera.
The final campaign package gave Smile Express a polished set of assets built to support both the website experience and paid social promotion. The :30 cut introduced the service in a clear, welcoming way, while the :15 cut created a shorter path for social audiences to understand the offering quickly: an at-home iTero scan, brought to the customer and reviewed by a licensed orthodontist.
What We Delivered
Creative Direction
Location scouting, talent casting, crew sourcing, production planning, and on-set production support.
Production
Hero photography and video production built around the at-home iTero scan experience.
Post + Campaign Assets
A :30 website spot, a :15 paid social cut, final hero images, and campaign-ready visual assets for Smile Express.
Paid Social - Texas Brisket
Paid Social - Pecan Pie Cookie
Closing Summary
For the iTero at Home Scan campaign, Willis Inspire helped Smile Express create a welcoming photo and video package that made the service feel convenient, trustworthy, and easy to understand. The final work gave the brand a clean, friendly set of assets designed for web and paid social, supporting an at-home Invisalign starting point backed by professional digital scanning and licensed orthodontist review.
