Beyond the Dentist’s Office
The way I see it, nobody likes going to the dentist's office, but everybody likes beauty. Supersmile, a 40-year-old oral care company, needed a new way to connect with online audiences. I was brought on to help transform the brand into something more beautiful and aspirational, rather than clinical.
When I go to a brand's page, I want to be immersed in their world. Sell me a vision. Give me textures and colors and sounds. Tell me stories. Help me reimagine the products. Make me feel something. Brands can be both clinical and beautiful. Educational and aspirational. They do not have to choose.
My Philosophy
Before
After
Select Work
shot by me on a Fujifilm xt3
Supersmile in the City
It's one thing to be based in New York City, and another to be a part of it. In order to immerse Supersmile into New York culture, I had a vision: integrate product into the legendary Knicks Finals series, and execute a photoshoot that contained elements of the cityscape.
New York Smiles for The Knicks
I took to the streets of New York and asked fans a simple question: What makes you smile most about the Knicks winning?
Video Strategy
Founder-led trend
Prior to my arrival, Supersmile's video strategy relied heavily on UGC. To build a stronger brand presence and add more depth to the content, I developed four core content pillars: founder-led storytelling, education, trends, and cultural moments. Click any thumbnail below to watch the full video!
Educational product demonstration
Founder-led content series
Trend-based
My Impact
Increased Instagram-referred Shopify website traffic from 808 to 31,800 visitors in five months, a 39x increase.
Created every visual asset featured on Supersmile's social channels, including photography, video, graphics, campaigns, and content series.
Developed the brand's content strategy, establishing content pillars, monthly calendars, and cross-platform creative direction.
Managed 200+ creator posts through Skeepers, generating $18K+ in earned media value.