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Byte
I. SERVICES
Campaign Development
Strategy
Copywriting
Art Direction
Design Direction
Full Service Production
II. BRIEF
Byte felt as though they needed to come into 2022 with a clear point of view and a compelling drive for new customers to take advantage of the eponymous ‘new year, new you’ season.
It’s a saturated time of year, with ample competition for eyes both in category and out. Byte knew they needed to dig deeper to find something they could really hang their hat on.
III. SOLUTION
Ultimately, the true difference between Byte and resolution campaigns was the direction of the change. Instead of driving messaging around feeling your best self in the new year, we found that it was more important to speak to these consumers on their level - hitting on the reasons why they don’t start a dental aligner program in the first place.
The narrative was always centered around confidence, but our campaign needed to communicate two things: one, the time is now - stop procrastinating; and two, it’s a short time commitment with a long term gain.
THE APPROACH
What ensued was a strategic overhaul reaching much further than the four walls and limited run time of a new year, new you campaign. It was a look at the foundational intentions of the brand, truly assessing what our consumers needed to hear, and injecting a visual refresh across their design and content so as to elevate our position.
VISUAL LANGUAGE
Byte was primed for a strategic lift across their positioning and visual systems, and were prepared to leave all pre-existing creative at the door.
We developed not just a new campaign, but also a new visual language and strategic approach to help redefine the brand in the marketplace. The visual differentiation helped drive home the brand new messaging that you were already your best self - Byte just helped you feel outside how you felt inside.
BEFORE
AFTER
Our storytelling approach followed four different characters while they prepared for a significant moment in their life: a job interview, a first date, coming out, and moments of self care.
KEY CREW & COLLABORATORS
Director: @geoffsean
1st AD: @alastairramsden
DP: @powell_robinson
Lifestyle Photographer: @felishatolentino
Product Photographer: @codyguilfoyle
Set DesignerS: @laurenwalkup @araewebner
Wardrobe Stylist: @lmbriatico @tiffanistyles
HMU Artist: @theresareish.mua @lisachamberlainbeauty
ProducerS: @xeniarollinson @jaderisser
Colorist: @jaredrosenthal
Sound Designer: @baritobobb
Editor & GFX: @jillianiscaro @moonland.tv
VIDEO Talent: @stacypanchu @iam.elianareyes @spankydinker Darius Levante
PHOTO Talent: @ricardofelixrojas @venustraphobic @sim_bex @jollydes
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