Aspen dental

Aspen faced the challenge of positioning itself as a compassionate and friendlier alternative to an otherwise disliked dental category. Videos, social content, and experiential stunts helped patients find an easier path to oral health, while highlighting Aspen's dedication to veterans affairs and partnership with NASCAR and Danica Patrick.

Our solution came in two forms: deeply emotional storytelling and unexpected cultural moments.

For Whatever It Takes: Talladega, we asked racing fans one simple question: What would it take to get you to the dentist? Partnering with NASCAR, Danica Patrick, Tony Stewart, and country-star Craig Morgan, we rewarded fans who committed to dental care with helicopter rides to the nearest Aspen location, plus prizes including a new Camaro and Craig Morgan tickets. The campaign generated over 4.6 million views and lifted consideration among prospects by 45 percent.

Breaking Down Barriers centered on real patient stories—particularly veterans—sharing their deepest fears of the dentist and their transformations after Aspen's care. The video series surpassed 4.5 million views and increased positive perception of the brand by 44 percent.

We even built a giant tooth-shaped go-kart track in downtown Chicago for Get Started Go-Karts, hosted by Danica Patrick. We invited racers to feed their need for speed while knocking down symbolic obstacles to dental care, like judgment, fear and discomfort.

Roles: Creative Direction, Writing