As we dove deeper, we began to question whether the use of straight testimonials would be exciting enough for a product re-launch “hype” video.
So, instead of typical testimonials, which are used to validate the product after the fact, we thought of positioning the live footage as a “reverse focus group” of sorts, asking on-camera dentists the types of things they would want to see in a toothbrush (the style of head, brush speed, battery life, etc.). We then show how the new brush was designed from the ground up, piece-by-piece with those features in mind. Visually we can start with the typical manual brush (similar to one that might be hiding in their little white giveaway bags). As features are mentioned by the dentists, sections of the Spinbrush would fly on to it (similar to the Iron Man suit).
Showing one section of the brush at a time would build anticipation as well as give us shots of each component to use in content later on. In the end, the features, based on dentist’s on-camera recommendations, we would come together to form our hero, the Spinbrush in its final glory followed by a beautiful animated shot of the entire lineup.