Tend Brand Campaign

Creative Director

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Tend was created to help people look forward to the dentist by designing a member-first experience from online booking, all the way to our soothing spaces. To help gain awareness of our new studios, we concepted and executed our first out-of-home campaign.

The campaign concept came from the initial insight that people would rather do almost ANYTHING else than go to the dentist. Using first-person “confessions”, we surfaced all the painful, absurd, dreadful, amusing things people would rather do, and paired them with all the amazing ways Tend does it differently.

Out-Of-Home Ads

We took our video concept and brought our confessions to life in print using bold typography, our Tend green color palette, and localized copy for each city and location to make it extra relatable.

Boston Billboard