01  Overview

Nuance Dental Specialists sought to create more than a promotional video. The objective was to tell a personal story, one that would allow prospective patients to connect with the doctor before ever stepping into the practice.

The vision was to reveal the philosophy behind the care. Not through technical explanation, but through authenticity, character, and lived experience.

02  Challenge

In a competitive specialty dental market, trust is often built before the first consultation. The challenge was to create a documentary-style brand film that:

• Felt authentic rather than promotional.
  
• Reflected the doctor’s personality and values.
  
• Built emotional connection with prospective patients.
  
• Elevated brand perception without overt advertising.

Additionally, the narrative needed a visual and conceptual anchor, something that symbolized his philosophy in a compelling, cinematic way.

03  Solution

Working closely with Dr.Cone, we developed a concept rooted in the doctor’s identity as a runner. Running became the metaphor. We scouted multiple locations across Maine, coastal cliffs, winding roads, open landscapes, using natural environments as visual representations of:

• Endurance and discipline.
• Focus and long-term commitment.
• Precision and rhythm.
• Resilience under pressure.

The documentary followed his training journey while weaving in reflections about patient care, philosophy, and purpose.

The film positioned dentistry not as a transaction, but as a long-term relationship built on trust, preparation, and consistency,  much like training for a race.

Cinematically, the piece balanced movement, environment, and intimate storytelling to create a human-first narrative that aligned directly with the Nuance brand

The documentary-style film became a powerful emotional bridge between the practice and prospective patients. Approximately 25% of new patients referenced the video when contacting the office, stating it helped them feel connected and confident before their first appointment. The impact included:

• Increased emotional trust before consultation.
• Strengthened personal brand identity.
• Differentiation within a competitive specialty market.
• Elevated perception of the practice’s philosophy and commitment.

The video did more than tell a story, it built relationship equity before the first visit.