Smile Train: PSA

Project Type: Video

Services: Concepting, Creative Direction, Scripting, Video Production

Description: Smile Train, a leading global charity supporting comprehensive cleft care in over 75 countries, asked us to create an educational, hopeful, and uplifting PSA to run across traditional TV and digital placements. Our goal was to focus on the results of Smile Train’s work through a refreshingly positive lens while utilizing owned footage of patients, staff, volunteers, and doctors and maintaining a connection to their established DRTV spots.

Working closely with our client, we developed a new creative concept, Smile Stories, that would not only serve this PSA but be a storytelling platform Smile Train could use across organic and paid channels in the future. This is our first patient profile: Ever’s Smile Story.