Case Study:
Cavitron
Photography, Directing, 3D, Motion Design, Creative Direction, Retouching
CLIENT
Dudnyk, A Member of Fishawack Health
OPPORTUNITY
This surrealistic 3D teeth landscape was a creation for Cavitron Systems for their Dentsply Professional print, video, and digital campaign. The scale of this project was really something for us to chew on: it involved a live shoot, editing, 3D modeling, texturing, lighting, compositing, and motion graphics. Our concept needed to illustrate the complexity and difficulty of the procedures performed by dental hygienists. Our solution was to craft 3D renders of Cavitron’s hygienist tools, and we positioned them into tooth landscapes to show how important the right tools are for a big job. We shot live-action and still photography, then composited the elements together using 3D and retouching capabilities.
THE ASK:
To create a campaign that highlighted the Dentsply Professional Cavitron system in a unique way that would stand out in a sea of ‘typical’ marketing for the dental industry.
OUR INSIGHT:
To save our client money and stay on budget, we used high-res print images and matte paintings for the final video composites in a unique, creative, and three-dimensional way. In doing so, we raised our audience’s awareness of these innovative products used by dental hygienists.
What We Did:
UTÖKA created a surrealistic 3D landscape made of teeth to be used in a print, video, and digital campaign. With a live shoot, editing, 3D modeling, texturing, lighting, compositing, and motion graphics, all of Utoka’s many capabilities were tapped into to create the ultimate scene.
Our concept needed to illustrate the complexity and difficulty of the procedures performed by dental hygienists. The solution was to craft 3D renders of the Cavitron tools and position them into tooth landscapes showing just how important the right tools are for a big job. We shot live-action and still photography, then composited the elements together using 3D and retouching capabilities.
THE RESULTS
This campaign was so visually impactful and completely memorable that it accomplished exactly what we hoped for and increased brand awareness and intrigue within the dental community. In fact, what was originally meant to be a single-year campaign turned into a multi-year phenomenon.
Rather than creating new campaigns every year, our client took the existing elements and simply added on to them to create new avenues within the successful campaign. This allowed the client to get more bang for their buck while delivering new pieces that would continue to resonate with its target audience.