THEY'RE SPECIALISTS FOR A REASON.
More than ever, people want a perfect smile—fast, cheap, and painless. That pressure has normalized risky shortcuts: illegal dental practices, DIY tutorials, and mail-order kits that promise results but often lead to serious health and financial consequences.
As Creative Director, I led the development of “Bad Testimonials,” a campaign for SEOPR designed to expose what these shortcuts don’t show.
Instead of success stories, we flipped the testimonial format to reveal the aftermath. The campaign features dramatized flashbacks inspired by real situations, playing off the meme “It’ll be fun, they said”—where optimism quickly turns into regret.
By using humor, contrast, and uncomfortable honesty, the campaign reframes orthodontics as what it truly is: healthcare, not a trend.
There’s a reason Orthodontists are Specialists.
And when it comes to your smile, who you trust matters.
And when it comes to your smile, who you trust matters.
