INTERNATIONAL PHOTOSHOOT

In 2020/2021, SmileDirectClub expanded into Mexico, United Kingdom, Germany, Austria, Spain, France, and The Netherlands. And we needed our brand imagery to reflect the demographics and style of the markets we entered while still feeling on-brand.

Through research, cross-functional collaboration, and good ole creative concepting, we developed a plan for our brand imagery in 2021/2022. Here’s the research, and below is where we landed. Oh, and we also managed to pull off using only sustainable and ethically produced clothing to reduce waste.

GCD: Joshua Hernandez, ACD AD: Sam Fitzgerald, ACD CW: Mackenzie Nielson