Creative brief for the practice
Implant video
package
What we need you to film, and the ads that are winning in Broward County right now.
Static ads that are working
Pulled from the Meta Ad LibraryRunning in the United States right now. The number under each one is how long it has been on air, which is the only public signal of performance there is. Copy the structure, not the artwork.
What we need from you
The minimum to turn the campaign on is two videos from Concept A. The rest can follow.
Video ads that are working
Watch these before you filmOpen each link and watch the first three seconds. That is the part we are asking you to reproduce.
Read this part, because it changes what the video has to do.
Meta has blocked tracking data from lasolas-dentistry.com and lasolasfamilydental.com. It classifies dental as a health provider category, so the pixel on the website cannot report conversions, cannot build retargeting audiences, and cannot build lookalikes of your patients. We have filed a review request, and we are not counting on it.
Until that changes, the campaign collects the patient's information inside Facebook and Instagram, not on your website. That takes the website out of the funnel and puts the entire job on the video. In this setup the creative is not decoration around the campaign. The creative is the campaign.
Objective of the piece
What these videos must doMake a person who is missing teeth, or who is wearing a denture they dislike, stop scrolling and complete a short form inside Facebook or Instagram, so your front desk gets a name and a phone number with context attached.
These are not brand videos. They are not office tours, not staff introductions, not holiday posts. One video, one job.
Target audience
Who is on the other side of the screen- Adults roughly 45 to 70, living within 25 miles of Las Olas Boulevard
- Missing one tooth, several teeth, or a full arch. Or wearing a denture or partial that moves, hurts, or embarrasses them
- They have been postponing this for years. The three reasons they give are cost, fear of surgery, and a bad experience at a previous dental office
- Most of them do not know whether they still qualify for implants after that much time. That doubt is the opening, and it is the only thing we are allowed to talk about until the practice approves an offer in writing
Main message
One sentence, every pieceYou may still be a candidate, and the only way to know is to have someone look at your case.
Everything in the video serves that sentence. No price, no percentage off, no "free consultation", and no financing terms until the practice sends those to us approved in writing. Once you do, we add the offer on top of this same footage and we do not have to shoot again.
What to shoot
Three concepts, two videos eachEach video runs 20 to 30 seconds and is built in three blocks. The first three seconds decide whether the rest is ever seen, so the hook is filmed first and filmed twice, with two different opening lines.
The candidacy question
Doctor, head and shoulders, looking straight into the lens. No intro, no logo, no music sting. Starts mid sentence.
Same shot or a cut to the doctor beside a CBCT screen or a model. Explains, in plain words, that bone, gums and time change what is possible.
Back to the straight to camera shot. Calm, no urgency, no countdown.
The denture wearer
Opens on the specific daily indignity, not on dentistry. Can be a close shot of hands with an adhesive tube, or straight to camera.
Names the three things patients actually complain about: food they stopped ordering, the denture moving while they talk, the sore spots.
Straight to camera, seated, office visible but out of focus behind.
The patient in the chair
The patient's own first reaction, filmed at the moment they see the result. Handheld is fine. Imperfect is better than staged.
The patient says what they avoided and what changed. No script. Prompt them with questions and cut your own voice out.
Doctor closes in one line, or a clean end card with the practice name and the Las Olas Boulevard address.
Mandatory elements
A video missing any of these comes back- A human face in the first frame. No logo card, no title animation, no drone shot of the building. The face is what stops the scroll.
- Spoken words from second one. Silence in the first two seconds kills the piece. The speaker starts already mid thought.
- Burned in captions. Most of this audience watches with the sound off. Captions are on screen for the whole video, not just the hook.
- Clean audio. A lapel microphone on the speaker. Phone microphone across the room is the single most common reason a dental video underperforms.
- The practice named once, out loud, late. Around second 15 or later, never in the opening line.
- Signed media release for every patient on camera. Name, date, and explicit permission for paid social use. We cannot run a single frame of a patient without it, and this is the item that most often holds up a launch.
- Before and after stills as separate files. Same angle, same lighting, same distance for both. If the two shots do not match, the pair is unusable.
- Raw files, not edited exports. Send the footage as it came off the camera. We cut it. A video that arrives already edited with music and titles has to be rebuilt.
Format and size
Technical specificationWhat not to do
- Do not open with the practice logo or a title card. Those three seconds are the most expensive three seconds in the campaign.
- Do not state a price, a discount, a monthly payment, or the word free anywhere in the video. The moment the practice approves an offer we add it as an overlay, and the footage stays usable either way.
- Do not promise a result. No "you will", no "guaranteed", no "permanent" without the clinical qualifier. Meta rejects it and it is the wrong promise for a first contact.
- Do not use stock footage of models with perfect teeth. It reads as an advertisement in half a second and the audience scrolls.
- Do not edit, add music, add transitions, or add captions before sending. Send raw.
- Do not film a patient without the signed release in hand first.
Delivery
How to send it to usOne open item on your side.
The credit card on the ad account has expired. The campaign is built and paused, and nothing will deliver until that payment method is updated. We would rather have that resolved before the footage arrives than after.