© 2019 by Giuseppe De Lauri


Social Media Campaign

Rather than stigmatizing uneven teeth, Candid wants to focus on the uneasy feeling people have about the way their teeth look. Candid has experts to help.

The idea is to borrow the visual language of “unsatisfying videos”, focusing on things that are not properly aligned. This imagery will reflect the frustration and congested feeling the target audience may feel with their teeth. 

We created 4 assets for 4 different campaigns. Given the users' average attention to Instagram feeds, we had to concentrate the idea into a 20-second asset, trying to convey the message in the clearest and most attractive way possible.

We have chosen playful executions that will focus more on customers' feelings than direct product sales.


Each asset has been designed to achieve specific purposes, which are:

- Prospecting

- Brand awareness

- Product

-  Retargeting

- Value Proposition

My role was to contribute to the idea, execution, motion graphic and the shooting of the original footage.

Feeling aligned?

Prospecting - Brand Awareness

Using the visual language of unsatisfying videos, this ad compiles a series of visuals of misaligned objects and images and draws a similarity with the feeling of having misaligned teeth.


The goals are:

Focusing on Prospecting in order to identify potential customers, and develop a database of likely customers.

Make the brand recognizable by showing all the daily unsatisfying things.

Retargeting, Product

This asset is designed for retargeting a specific group of users (women between 20 and 35).

We created a User Generated Content style video in order to focus on the product and packaging, and on the satisfying feeling of unboxing it.

How are your teeth?

Product, Brand Awareness

A photo is just that moment when you want to have a beautiful smile.

With Candid it is possible at an affordable price.

Value Proposition, Product, Brand Awareness

Usually, at-home teeth straightening companies don’t only work with orthodontists, and they may not work with them at all. Instead, they use general dentists or other dental professionals.

Candid relies only on actual orthodontists who design tailor-made customer treatments.

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