Invisalign

CREATOR CAMPAIGN & LIVE SOCIAL · CONSUMER HEALTH
OVERVIEW

Invisalign brought a giant candy installation to VidCon Anaheim, with four top creators. Working with Smarty Media Agency, I led creative direction for the campaign content. I directed the photo and video crews, shot alongside them, and designed social assets and select event graphics. Creator UGC and pro content went out in real time, from the event floor.

MY ROLE

CREATIVE DIRECTION

PHOTO & VIDEO DIRECTION

PHOTOGRAPHY

SOCIAL CONTENT DESIGN

LIVE CONTENT DELIVERY

THE CHALLENGE

Make a medical brand feel like candy.

Clear aligners are a health product. The VidCon audience is young, fast and creator-driven. The content had to feel native to TikTok, not like a health ad.

THE CONCEPT

Chew what

you love.

The idea was simple: with Invisalign, you don’t give up the food you love. The candy installation set the visual language: bright, playful and made to be photographed. I built every shot, reel and post around it. #InvisIsDramaFree

INFLUENCER MARKETING

UGC

LIVE EVENT

CREATOR CONTENT

PHOTO & VIDEO

THE CREATORS

Four creators. One feed.

98%

Branding

98%

Branding

98%

Branding

98%

Branding

98%

Branding

17.5M followers

McKenzi Brooke

15.2M followers

Kyle Exum

2.1M followers

Reif Harrison

1.8M followers

Simmi Singh

Enough followers to fill Angel Stadium, just down the road, about 800 times.

36M+

Combined audience

27M+

On
TikTok

3 in 4

Followers
on TikTok

Same day

Shot, approved and posted

THE APPROACH

Made by creators.

Shot like a campaign.

Creator UGC

Shot on phones, in the creators’ own voice. Native to TikTok and built to feel like their content, not an ad.

Brand content

Shot on pro cameras by the crew I directed. Campaign-grade photo and video, ready for Invisalign’s own channels.

THE WORKFLOW

From the floor to the feed.

Step 1

Shoot

Creators and crew capture on site.

Step 2

Edit

Fast vertical cuts, on location.

Step 3

Approve

Brand review on the spot.

Step 4

Post

Live while the crowd is still there.

SOCIAL CONTENT

Made for the scroll.

Vertical video, carousels and posts for TikTok and Instagram, in the campaign’s bright, playful tone.

the results

DIRECTION

Led photo and video crews alongside four top creators, on a live event floor.

SPEED

Creator UGC and pro content shot, approved and posted the same day.

REACH

Content from creators with 36M+ combined followers, 3 in 4 of them on TikTok.