Align Technology, parent company of Invisalign, asked my team to develop tutorial videos showing real-world doctors using iTero intraoral scanners for restorative treatments like veneers or full arch rehabilitation. We immediately saw a bigger picture.

In addition to shooting four longform educational videos, we created a memorable campaign — “Simplifying The Complex” — to quickly illustrate iTero’s versatility for a wide range of restorative treatments. Each “Simplifying The Complex” tutorial begins with an “odometer” mnemonic: A fast-scrolling list of different possible treatments which lands on the featured treatment at the beginning of each video. It’s a simple way to show the wide range of possibilities iTero scanners bring to a growing practice.We then used social cutdowns of the tutorials, featured here, to drive doctors to the tutorial videos.

In just a few months, we quickly spread the word that iTero scanners could be used for much more than Invisalign treatment.