Candid

Candid is a clear aligner company, similar to Invisilign. At the time I worked there, it was a direct-to-consumer business focused on making great orthodontic outcomes at a more accessible price point.

Kinetic text video ads

These days, there are a lot of ways to straighten your teeth. There are also a lot of less expensive and remote ways. So what makes Candid the right choice? We explored what makes Candid unique in videos focused on what we believed to be the most compelling differentiators: cost and convenience.

Convenience

Cost

Testimonial video ads

We flew 3 contest winners to LA and shot 3 commercials. The winners each had a unique story about why they chose Candid and why it was the perfect fit for their lifestyle. On a less important note, Justin’s commercial was the first thing I ever produced that I saw on TV, which was really cool.

Justin M.

Cameron S.

Sharon H.

Digital ads

As a part of a larger out-of-home campaign in cities where we added brick-and-mortar stores, we created a set of ads that could be used for paid search, paid social, and on digital screens out in the wild.

In order to appeal to the target locations, we had a little fun with location-specific copy.

Chelsea
Cleveland
Dallas
West Hollywood
Upper East Side

Direct Mail

Letter-style mailer

You may be thinking to yourself, “Wait…wasn’t it Thomas Jefferson who penned the Declaration of Independence?” And you’d be mostly right. While Franklin is listed as a co-author, many many people informed me that that doesn’t count and that I was, in fact, wrong here.

Despite the error, this piece remains one of my favorite representations of my writing style when it’s stretched to it’s most humorous and sleep-deprived. In addition to representing my own style, it pulled in our brand tenants of simplicity and honestly.

And not only was it fun to work on, it also out-performed previous, more traditional mailers.

This piece of mail has a special place in my heart and to all those that Tweeted my mistake at me, I maintain that all press is good press!

Extra Large Mailer (aka Big Sexy)

When our marketing team first requested a giant trifold mailer, my favorite designer and I instantly named the endeavor Operation Big Sexy. The mission? Prove that a sleek, pared-down style will outperform previous USP-heavy versions that we felt were cluttered. Lo and behold, we were right! It may not look like much digitally, but I assure you, it was luxe.

Candid x Simone Biles

It’s not every day you get the opportunity to work with the Greatest Gymnast of All Time (The GGOAT, as we call her), so I’d be remiss not to include a little bit of that work. And even though my pitch for “Simone Smiles” got axed, I’m still proud of what we did, and that I get to brag about working with Simone for the rest of my career.

Out of Home

My very first day as a copywriter, my boss said, “Guess what? We just bought some cheap Subway inventory, so we’re doing a Subway train takeover!” My very first day as a copywriter. Talk about being thrown into the deep end. Throughout my time there, I had the opportunity to do a lot of out-of-home work. Below are some favorites.