EDGEWISE Case study
To add: looping header video

Milk Tooth · Case study

One shoot day. Four films.

Milk Tooth, the way it feels in person.

A pediatric dental practice refreshed the videos on its site, introduced its new doctors and gave hiring a film of its own.

Watch the films Schedule a discovery call
  • ClientMilk Tooth
  • Delivered4 custom videos
  • Filmed inOne shoot day
  • In use onWebsite, social, email, Meta Ads

01 · The brief

The practice changed. The videos hadn’t.

  • Show the office as it is now

    Milk Tooth already had videos on their site, but they needed a refresh. The office had been updated since, and the site needed to show it.

  • Introduce the new doctors

    New doctors had joined the staff. They needed a proper introduction on camera.

  • Give hiring its own film

    Dr. Quinn wanted a team testimonial piece to use as a hiring tool, showing the personalities and the culture in the office.

02 · The plan

Dr. Quinn’s only job was the staff schedule.

We did the planning before we walked in. The shoot day ran on a schedule the whole team could see.

  1. Discovery call

    Dr. Quinn walked us through what he needed and what he was hoping for.

  2. Our recommendations

    We came back with how we would execute it, and a detailed game plan for running the shoot day.

  3. Everything written down

    We built the schedule, drafted all the interview questions and made a shot list for all the b-roll.

  4. The shoot day

    Dr. Quinn scheduled his team to be there at the times we needed them. That was his part.

Dr. Quinn smiling during his interview in the Milk Tooth lobby

Behind the scenes

  • Two EDGEWISE cameras, a boom microphone and a soft light set up for an interview in the Milk Tooth lobby
  • An interview being filmed at Milk Tooth, seen from behind the two cameras and their monitors
  • A wide view of the interview set: cameras, monitors, boom microphone and the interviewer with her question sheet
  • A one-camera interview with a team member in one of the Milk Tooth rooms

03 · On the day

One request that wasn’t in the plan.

Dr. Quinn asked if it was possible to get a couple of photos of the three doctors together. The office didn’t have a high-quality photo of all three.

It wasn’t part of the scope of work. We reworked the schedule on the fly and carved out time for group shots, plus a headshot for each doctor. They liked them so much that they updated their website immediately to use these new photos.

Dr. Niki, Dr. Jess and Dr. Quinn standing together in the Milk Tooth lobby
  • Headshot of Dr. Quinn
    Dr. Quinn
  • Headshot of Dr. Jess
    Dr. Jess
  • Headshot of Dr. Niki
    Dr. Niki
  • The three doctors with the play milk truck in the Milk Tooth lobby
    Milk Tooth Doctors

04 · The films

Four films from one day.

Brand Film

The practice, as families see it

The updated office, the team and the kids who come through the door, in under a minute and a half.

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Meet the Doctors

The new doctors, introduced

The doctors on camera, so a family can put faces and voices to the names before they visit.

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Team Testimonials

The hiring film

The team on camera, showing the personalities and the culture in the office.

“This will be incredible for hiring. We can put this on our hiring page and our ads.”Dr. Quinn, Milk Tooth
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To addTeam Testimonials film. It needs its Mux Playback ID.
Looping Header

The homepage opener

A 21-second loop made to open the Milk Tooth homepage. It is the same video playing at the top of this page.

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To addLooping Header video. It needs its Mux Playback ID.
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Meet the Doctors film
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Meet the Doctors film
  • Still from the Milk Tooth Meet the Doctors film
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Brand Film
  • Still from the Milk Tooth Meet the Doctors film

05 · In use

Filmed once. Working in four places.

  • WebsiteThe looping header opens the homepage, the films run across the site, and the doctors’ new photos are on it too.
  • Social mediaVideos posted to the practice’s social channels, utilized as pinned posts for prospective patients to really get to know more about Milk Tooth.
  • Email respondersVideos are also included in the practice’s email responders, extending their reach and visibility.
  • Meta AdsThe Brand Film is running as paid ads on Meta, targeting new customers. And the Team Testimonial video is being run as an ad to attract new talent to add to the team.

In Dr. Quinn’s words

“I can’t believe the way you captured the feeling of Milk Tooth.

What you guys put together for us flowed so smoothly on the day. It felt very natural, and the videos that came out of the day are incredible. Thank you for working so hard to understand and capture what we are trying to create here.

This will be incredible for hiring. You guys are truly remarkable at what you do.”

Dr. QuinnMilk Tooth

06 · Your practice

Show them before they book.

People only book with someone they feel they know, like and trust. There is no better way to earn that, than telling your story on camera.

  • Dental and medical practices
  • Clinics
  • Med spas
  • Salons and personal care
  • Wellness studios

The process we ran for Milk Tooth is the one we would run for you.

  • One call to start. You tell us your goals and what your video needs to do.
  • We bring the plan. The schedule, the interview questions and the shot list, written before the day.
  • We come to you. All the filming is done at your location in a single session.
  • You get finished films. Ready for your site, your social channels, your emails and your ads.
Schedule a discovery call

Let’s create.

We’re Daniel and Izzy of EDGEWISE PRODUCTIONS, based in San Diego, with 20+ years across TV, documentary, commercial and corporate video.

Schedule a discovery call
Daniel and Izzy of EDGEWISE PRODUCTIONS
Call619.839.9564 Emailinfo@edgewiseprod.com Instagram@edgewiseprod
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