iTero Lumina
Launch the iTero Lumina Wand—the thinnest wand on the market—with the prestige it deserved. Unlike past releases, this breakthrough product required a more elevated, luxe approach—one that maintained a sense of secrecy while building anticipation and setting a new tone for innovation in dental tech.
Product shoot
We planned two distinct photoshoots to support the global launch. The first focused solely on the product—the creative leaned into dramatic, mysterious lighting to amplify the product’s sleek design and cutting-edge feel. I led the charge on casting, lighting, and on-set art direction, working hand-in-hand with the photographer to capture visuals that felt premium, modern, and iconic.
PHOTOGRAPHER
Travis Rathbone Studio
NYC
Lifestyle shoot
Our second shoot focused on lifestyle imagery and required thoughtful casting to reflect the diversity of global markets. This production was more complex, balancing styling, lighting, and on-set direction to capture candid, human moments—a deliberate shift from the static visuals the brand had relied on before. Across both shoots, I collaborated closely with the photographer to ensure every image felt elevated, intentional, and on-brand. With just 14 hours on set, a tight budget, and a packed shot list—including scenes with children—we delivered every frame we aimed for. The production ran smoothly, and the client was thrilled with the results.
PHOTOGRAPHER
Aaron Smith
LA
It was also essential that the shoot reflect the candid, emotive style Aaron is known for—capturing easygoing, joyful, and naturally surprised reactions from both patients and staff. That energy brought warmth and authenticity to every frame.
The shoot was designed to serve multiple global markets—including the US, Latin America, Europe, and Asia—requiring a casting approach and visual strategy that felt inclusive, authentic, and universally resonant.
Year
2023—2024
Role
Creative Director
Agency
Razorfish
Creative Team
Craig Lennie
Group CD
Travis Rathbone
Product Photographer
Aaron Smith
Lifestyle Photographer
Production Team
Tara Handley
VP Production
Amy Houston
Producer
Deliverables
Brand Positioning
Brand Tone + Messaging
Brand Language Design
Lifestyle & Product Photography
Experience Design
Marketing Toolkit & Social
CRM
With lifestyle/product imagery in place, we brought Think Again to life across every channel—pre-roll, social, web, and sales materials. Each asset reinforced the campaign’s bold message: a sleeker tool, a smarter workflow, and more growth for modern dental practices.
We extended the new visual identity across their digital ecosystem—refreshing the website and redesigning CRM emails to bring consistency, warmth, and clarity to the user journey.
Think Again.
Think Again wasn’t just a tagline—it was a strategic provocation. The campaign redefined what a dental scanner could represent, both in form and function. With sleek visuals and cinematic storytelling, we positioned the Itero Lumina as the category's most advanced, design-forward tool. But beyond aesthetics, Think Again also spoke to productivity—driving faster workflows, more patients, and ultimately, more profit for practices ready to level up.
The iTero Lumina launch campaign generated unprecedented buzz and engagement across platforms.
Results
Social media impressions hit over 424,000, a 20x increase over previous series benchmarks, while engagements reached 30,000+, up 12x.
The sizzle video more than doubled the views of the prior Plus Series launch, with 12,000 global registrations and ~60% broadcast attendance. Within just 20 days, 229 voluntary KOL posts drove 6,272 engagements, beating the 30-day average by +268%.
Conversations and interactions continued to climb post-launch, reflecting the campaign’s sustained momentum and 99% positive sentiment.