There’s a particular kind of adrenaline that runs through your veins when you say yes to something you haven’t done before, in a market you haven’t worked in, for a brand you’re meeting for the first time. That was Ormco for us.

New client. New category. New market. Orthodontics. A world with its own language, its own rhythms, and a level of clinical precision that doesn’t leave much room for creative vagueness. And we stepped into it needing to deliver creative in record time.

We had four weeks from kick-off to deliver the first set of videos for their sales kick-off in January. Then another four weeks to turn around new and more for their user forum in February.

Two major opportunities. Two different audiences. Eight weeks. Throw the holiday break in there as well.

What I keep thinking about isn’t just that we pulled it off. It’s what it required of us. What was asked of the process? The team’s efforts and what they taught us about how we work when the clock is ticking loudly.

Speed forces honesty

In the early days of a new client relationship, you usually get a little runway. You get time to settle into the brand voice, devour the brand guidelines, learn the politics, understand how decisions get made, and build trust through smaller wins. This time, we didn’t have this luxury.

So, we had to build trust the fast way: by being clear, being useful, and being dependable.

Speed forces honesty about what matters most. It makes you authentic about priorities and capabilities. It creates a natural filter: if something doesn’t directly improve clarity, confidence, or impact for the audience, it doesn’t make the cut.

We weren’t chasing “perfect.” We were chasing “right.” Right for the moment. Right for the audience. Right for the brand.  Right for the medium.

New market, new muscles

Orthodontics isn’t a category where you can just improvise your way through. You can’t “creative” your way around the details. The accuracy of the message is as important as the accuracy and integrity of the services and products offered in this market.

That meant learning quickly, listening harder, and asking questions early. It meant translating technical truth into emotive clarity without losing the integrity of the science or the product story.

Oddly, for a creative team, that’s one of the best constraints to operate in. This doesn’t kill creativity; rather, it gives it shape.

The process was the product

When you only have a month for the first major deliverable, the process can’t be tepid. It must be repeatable and durable. Design needs to be clear enough that everyone knows what “good” looks like, and fast enough that you can make decisions without waiting for the minute details that we normally want at the start of the process. It’s rough but still polished.

We leaned into a few principles that, in retrospect, became the real reason this worked:

• Alignment early, not often. Fewer meetings, better meetings. Make the first one count. Get the basic info needed to start ideating.
• Tight feedback loops. Short cycles. Clear notes. Decisions are captured and shared with the team and the client.
• Mutual accountability. We move fast, you move fast, we keep the momentum honest.
• Take a leap of faith. With 17 years under our belts, we can make informed guesses and lead the process by example. Don’t be afraid to take the first step. Chances are that our client will appreciate the extra steps taken.

None of this is easy, but when treated like a golden rule book, it allows a tight and nimble team like ours to flex and have confidence in what we’re achieving.

Two moments, two types of energy

The sales kick-off content needed to feel like ignition: confidence, clarity, momentum. It’s about equipping a team to walk into conversations with belief and precision.

Then the user forum content came with a different energy. You’re speaking to users, peers, and practitioners. The tone shifts. The proof shifts. The story must hold up under scrutiny, not just inspiration. You’re not only rallying a team, but you’re also supporting a community.

Same brand. Same partnership. Different jobs.

And that’s where the real creative work lives: understanding what the audience needs, and meeting them where they are, without losing who the brand is.

The part I’m proudest of

I’m proud of the work, obviously. But the thing I’m proudest of is what it reveals about the kind of partner we are. And the team and the skill sets we’ve fostered.

We’re built for this sort of momentum, and we’re capable of operating in ambiguity. We’re built for the moment when the ask is big, and the runway is short.

And more than that, I’m proud of how we showed up with Ormco: not as vendors waiting for direction, but as collaborators who bring structure, clarity, and calm to a fast-moving build.

Because “going from zero to 100” isn’t just about speed. It’s about trust. It’s about making good decisions quickly. It’s about communicating in a way that keeps everyone moving in the same direction. All while ensuring pixel-perfect design, accessible design practices, and top-notch creative.

And when it works, as it did here, you don’t just deliver videos. You deliver confidence. That’s the real output.

Please check back soon, as the final video shown at Forum will be made available once it has been approved for public sharing.

Credits and thank yous

Creative lead

Michael Ball

Art direction

Kevin Cox

Designer

Morgan McGregor

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