Protect Your Progress

Art Direction
Social Content & Strategy

Byte

The Case

Many don’t realize they need to wear retainers even after orthodontic treatment. Teeth can begin to shift back toward their original positions shortly after braces are removed, undermining the hard work that went into treatment. Whether its negligence or forgetfulness, many lack the understanding necessary to maintain their oral health.

Although Byte provided retainers to those who aligned through their program, retainers were not available to those straightened their teeth elsewhere. To launch the program, we not only needed to educate consumers on the why behind retainers, but also needed to differentiate between other retainer and dentist offerings.

The Strategy

With the launch of Byte’s new standalone retainer offering, we needed to educate folks on the importance of retainers and the continuance of their oral health, but make it approachable. Inspired by the internet’s obsession with their skin care routine, we wanted to show how easy it is to develop your own oral health routine, retainers included. To do this, we contextualized the retainer in-use through a nighttime routine story. We leaned into brand imagery and positioning with concept tagline, “Protect Your Progress.”

The Solution

To align with the overall brand message of empowerment, our art direction took an authentic, yet candid approach. We embraced imperfections through a more voyeuristic shooting style and minimal retouching. To juxtapose typical sleep visuals, we utilized a bright, punchy, and artistic lighting to give energy and personality.

For the social component, we utilized our social channels to generate excitement, educate around the product offering, and create a consistent consumer experience from discovery to purchase. We also leaned into influencers and content creators to share their ‘nighttime non-negotiables’ while sharing why their retainer routine is so important to their goals, confidence, and mental health.

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Credits

Photographer: Lindsey Kusterman
Senior Art Director, Wardrobe Styling, Prop Styling, Production, Retouching: Diana Albrecht
Creative Direction: Aaron Jacob
Associate Creative Director (Copy): Karlee Hehemann
Senior Designer: Steph Lindgren
Senior Project Manager: Longina Leon