Launching Motto
Breaking through
in a crowded market
A new dental aligner needed a brand and a launch campaign.
In a category dominated by Invisalign and direct-to-consumer startups like SmileDirectClub, Aspen Dental’s new clear aligner needed something special.
Their challenge: launch fast, stand out in a crowded category, and earn trust from patients — not just prospects, but all the way through the patient experience.
The campaign
As Lead Copywriter for Chalk 242, I helped build the Motto brand, culminating in a joyful, over-the-top video campaign that celebrates becoming your best self.
Our campaign hit the emotional core of self-improvement. Why fix your teeth?
To become the person you always wanted to be.
From script to storyboard to final video, we brought grounded stories to life with (sometimes crazy) style, including the iconic mouth cam.
In a sea of boring blue & white brands, flooded with stock photos of dentists, we built something different:
Vibrant colors, big emotions, human stories, and some goofiness.
extending the brand
Patient education
Motto needed a brand that’s as effective for existing patients as it is for prospects.
So we created a patient-facing campaign built with the same DNA: big colors, big feelings, big vibes.
Patient education videos teach you how to use your Motto aligners, all with the same joyful, playful approach.