Absolute Smiles | Video Content Brief

Project Direction

Create a batch of short-form video edits from the Absolute Smiles shoot assets. The approved September-November plan shifts the account from broad visibility into action-based campaigns, so these edits should be built for Traffic first, then adapted into Lead Generation where the message shows enquiry intent.

Production Recommendation Prioritise the first four videos before building the full batch: delayed-patient reassurance, first-visit clarity, team trust and useful education. These are the strongest fit for the Traffic launch and help warm the Bassendean audience before higher-intent service creatives.

Clinic: Absolute Smiles, Bassendean WA
Campaign Period: September-November 2026
Objective: Use relatable and trust-building videos to earn quality local traffic, then move the strongest angles into simple enquiry-focused Lead Generation.
Audience: Local Bassendean patients, delayed patients, nervous new patients, families and cosmetic-curious adults comparing options.
Platforms: Facebook and Instagram paid ads first. TikTok adaptations may be created only after Meta versions are approved and the opening frame, pacing, captions and audio are adjusted for TikTok.
Campaign Flow: Traffic first, then Lead Generation.
Tone: Warm, human, local, calm, clear and professional.
Creative Rule: One hesitation, one message and one topic-specific next step per edit.

Briefed Video Set

Video 01: Haven't Been Back In A While?

Traffic · Delayed patient reassurance

Reduce embarrassment and make the first step feel calm, local and low-pressure.

Video 02: Your First Visit

Traffic · First visit walkthrough

Make the appointment feel clearer by showing the usual welcome, assessment and explanation steps; include clean footage only where it applies.

Video 03: Why I Love This Job

Traffic · Team personality / relationship-building

Show Absolute Smiles as warm, relationship-led and locally familiar.

Video 04: Three Daily Habits

Traffic · Everyday dental education

Give useful, plain-English tips that make the hygienist feel credible and approachable.

Video 05: You Don't Need A Problem To Book

Traffic · Preventive appointment reminder

Reframe check-ups as useful when everything feels fine.

Video 06: Day In The Life

Traffic · Behind-the-scenes hygiene appointment

Make the hygiene appointment feel more familiar and less intimidating.

Video 07: The Longer You Wait

Lead Generation · Cost and delay objection

Encourage earlier enquiry by explaining that options can become more limited over time.

Video 08: Health Funds & Payment Plans

Lead Generation · Payment and health fund clarity

Reduce financial uncertainty and make it easy to ask the clinic about next steps.

Video 09: The Cost Of Skipping

Lead Generation · Preventive care value

Explain preventive value without using scare tactics.

Video 10: Gum Disease

Traffic or Lead Generation · Gum health awareness

Encourage early check-up enquiry through calm clinical education.

Video 11: Whitening & Smile Confidence

Lead Generation · Smile goals / whitening starting point

Position whitening or a clean as options to discuss, not automatic solutions.

Video 12: Invisalign

Lead Generation · Clear aligner consideration

Encourage consultation by making suitability assessment the first step.

Video 13: Child Dental Benefits

Lead Generation · Family dentistry / CDBS awareness

Encourage eligible families to check the benefit and ask the clinic for help understanding the next step.

Video 14: Smile Makeover

Lead Generation · Smile makeover options

Position the consultation as a personalised conversation about options that may suit the patient's goals.

Video 15: Dental Implants

Lead Generation · Missing tooth options

Encourage consultation by explaining that tooth replacement options need proper assessment.

Global Edit Standard

Keep every edit calm, direct and easy to understand on mobile. The first seconds should communicate the patient concern immediately, then the body should reassure, clarify or guide.

Open on the strongest spoken hook or text-led hook within the first 1-2 seconds. Do not open on the clinic logo.
Use 9:16 vertical as the primary export. Produce 1080x1920 and 1080x1350 versions where useful for paid placements.
Create three hook variants for the first four priority videos and at least two hook variants for the remaining videos.
Use clean manual captions in Australian English, positioned inside safe zones for Reels, Stories and 4:5 crops.
Use restrained jump cuts and relevant B-roll. Avoid rapid effects, graphic treatment imagery or overly clinical close-ups in the first five seconds.
Colour-correct toward warm, natural skin tones. The clinic should feel welcoming, not cold or overly clinical.
Use lav mic audio as the primary track where available. Apply light noise reduction, EQ and compression, then check lip sync after every cut.
Keep end cards simple and readable for 2-3 seconds. Use plain text styling, not fake clickable button styling.
Every video must have a unique, topic-specific CTA that matches the video topic, offer, service or patient concern. Do not reuse the same CTA across the brief unless the client specifically requires it.
CTA wording must include a clear next action, reflect Absolute Smiles and the Bassendean audience where appropriate, and sound natural, conversational and non-promotional.
Avoid generic CTA lines such as “Book now,” “Contact us today,” “Learn more,” and “Visit our website.” Keep platform button wording separate from the end-card copy.
Complete an internal AHPRA compliance review of spoken lines, captions, overlays, thumbnails and end cards before delivery.
Payment and HICAPS wording must be confirmed against clinic-approved offer details, provider terms, eligibility, fees and exclusions before final export.
CDBS wording must stay eligibility-led. Use “may be eligible” and avoid no out-of-pocket claims unless the clinic confirms the exact covered-treatment context.
Any general oral hygiene advice must receive clinician signoff before publishing, especially where daily habits or gum-health guidance is included.

AHPRA-Safe Editing Rule Remove or soften guarantees, exaggerated claims, superiority language, pressure-based urgency, “pain-free” language, permanent-result or guaranteed-outcome claims and anything that implies treatment suitability without consultation.

Unique CTA Rule

Each video must end with a CTA that feels specific to the topic, not copied from a template. The CTA should guide the next step without sounding pushy, generic or like a fake clickable button.

CTA Standard For This Brief Every video must use a unique, topic-specific 3-line end card: patient concern, relevant next step, then a simple action connected to Absolute Smiles or the Bassendean team.

Must Include

Relevant to the video topic, service, offer or patient concern; one clear next action; local or clinic-specific context where useful.

Must Sound

Natural, conversational and calm. It should feel like helpful guidance, not a hard sell.

Must Avoid

Generic CTAs such as “Book now,” “Contact us today,” “Learn more,” “Visit our website,” repeated phrasing, fake button styling and pressure language.

AHPRA Safety

Do not imply guaranteed results, treatment suitability, pain-free care, permanent outcomes, superiority or urgency. Keep suitability-first wording where treatment decisions are involved.

CTA Examples To Avoid And Use

Avoid	Use This Style Instead
Book your appointment today.	Arrange a check-up to understand how things are tracking.
Contact us to learn more.	Ask our reception team how to confirm eligibility.
Visit our website.	Choose a time with the Bassendean team.
Book now for perfect results.	Talk through options that may suit your smile goals.

Current CTA Audit

The current end-card CTAs below have been checked for uniqueness and topic relevance. They still need the usual internal compliance review before final export.

Video	Topic	Unique End-Card CTA	Status
Video 01	Haven't Been Back In A While?	Haven't been back in a while? Start with a conversation about what's been worrying you Choose a time with the Bassendean team	Topic-specific, unique and ready for internal compliance review.
Video 02	Your First Visit	First visit feeling uncertain? See what happens before you come in Arrange a simple check-up with Absolute Smiles	Topic-specific, unique and ready for internal compliance review.
Video 03	Why I Love This Job	Want a clinic that feels familiar? Meet the people behind your care Plan a visit with the Bassendean team when you're ready	Topic-specific, unique and ready for internal compliance review.
Video 04	Three Daily Habits	Not sure which habits affect your teeth? Bring your daily routine into the conversation Ask our hygienist at your next check-up	Topic-specific, unique and ready for internal compliance review.
Video 05	You Don't Need A Problem To Book	Nothing hurts right now? Use it as a simple starting point Arrange a check-up to understand how things are tracking	Topic-specific, unique and ready for internal compliance review.
Video 06	Day In The Life	Curious what happens in the chair? Watch the process, then ask what applies to you Arrange a hygiene visit at Absolute Smiles	Topic-specific, unique and ready for internal compliance review.
Video 07	The Longer You Wait	Been delaying because of cost or uncertainty? Start by finding out what your options look like Speak with reception about a first appointment	Topic-specific, unique and ready for internal compliance review.
Video 08	Health Funds & Payment Plans	Want clarity on payment options? Ask what health fund claiming options or payment choices may apply Message the Bassendean team before you book	Topic-specific, unique and ready for internal compliance review.
Video 09	The Cost Of Skipping	Skipped a few cleans lately? Find out what your teeth and gums need now Choose a hygiene appointment to get started	Topic-specific, unique and ready for internal compliance review.
Video 10	Gum Disease	Noticed bleeding gums? Mention it when arranging your check-up Let our team assess what may be happening	Topic-specific, unique and ready for internal compliance review.
Video 11	Whitening & Smile Confidence	Thinking about whitening? Start with a smile goals conversation Ask if professional whitening may suit you	Topic-specific, unique and ready for internal compliance review.
Video 12	Invisalign	Considering clear aligners? Check suitability before making any decisions Schedule an Invisalign consultation in Bassendean	Topic-specific, unique and ready for internal compliance review.
Video 13	Child Dental Benefits	Have a child or teenager who may be eligible? Check whether CDBS may help with dental care Ask our reception team how to confirm eligibility	Topic-specific, unique and ready for internal compliance review.
Video 14	Smile Makeover	Thinking about changing your smile? Talk through options that suit your goals Start with a smile consultation at Absolute Smiles	Topic-specific, unique and ready for internal compliance review.
Video 15	Dental Implants	Missing a tooth? Understand replacement options before deciding Arrange a consultation to discuss whether an implant may be suitable	Topic-specific, unique and ready for internal compliance review.

Platform And Caption Notes

Build Meta versions first. TikTok adaptations should only be created after the approved Meta edit is complete and the opening frame, pacing and audio are adjusted for the platform.

Meta Paid Version

Use clear 9:16 framing, clean manual captions, warm clinic B-roll and a plain-text end card. Keep the paid ad button selection separate from the video end-card copy.

TikTok Adaptation

Use a stronger first-frame hook, slightly faster B-roll rhythm and native-feeling captions. Do not add trending audio if it distracts from clinician audio or changes the message.

Caption Pack

Each video includes one main caption and one shorter paid-social variant. Keep hashtags optional and do not use them in paid ad body copy unless requested.

Risk Check

Remove or soften platform edits that make payment, CDBS, whitening, aligner, implant or cosmetic outcomes sound guaranteed.

Priority Batch First

Build these four videos first because they best support the Traffic launch: they stop the scroll, reduce hesitation and build local trust before asking for higher-intent enquiries.

Priority	Video	Campaign Use	Audience Angle	Why This Goes First
Priority 1	Haven't Been Back In A While?	Traffic	Delayed patients who feel embarrassed, nervous, busy, or unsure about returning to care.	Reduce embarrassment and make the first step feel calm, local and low-pressure.
Priority 2	Your First Visit	Traffic	Nervous or new patients who want to know what happens before they arrange a visit.	Make the appointment feel clearer by showing the usual welcome, assessment and explanation steps; include clean footage only where it applies.
Priority 3	Why I Love This Job	Traffic	Local families and hesitant patients who want to feel familiar with the people before booking.	Show Absolute Smiles as warm, relationship-led and locally familiar.
Priority 4	Three Daily Habits	Traffic	Everyday patients who want practical, easy-to-understand dental advice.	Give useful, plain-English tips that make the hygienist feel credible and approachable.

Asset Map

Use the supplied Google Drive folder as the source of truth for footage and audio. Sync camera angles with lav audio before making editorial decisions.

Master Assets: Google Drive master asset folder
Camera 1: CAM 1 folder
Camera 2: CAM 2 folder
Audio: AUDIO LAV MIC folder
Shoot Brief: Absolute Smiles Final Shoot Brief - 1 June PDF
Strategy Reference: Approved September-November strategy plan
Strategist Guide: Shoutout Digital Strategist Playbook

Footage Use Talking-head footage should be supported with warm clinic, reception, treatment-room and consult B-roll. Prioritise genuine interactions, patient handoffs, explanation moments and calm details over procedure-heavy visuals.

Per-Video Source Asset Checklist

The Drive folder has separate CAM 1, CAM 2 and AUDIO LAV MIC folders. Exact raw clip names must be confirmed during waveform sync before editor finalisation. Do not export final versions until the selected camera files, lav file and B-roll clips are marked in the project file.

Source Mapping Status Exact per-video take IDs are not yet confirmed in this brief. The editor must replace each TBC status with the chosen raw filename, audio filename and timecode range during the first assembly pass.

Video	Topic	Footage To Pull	Camera Source	Audio Source	Status
01	Haven’t Been Back In A While?	Treatment-room talking head + chair-side reassurance B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
02	Your First Visit	Treatment-room talking head + front desk/check-in/assessment B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
03	Why I Love This Job	Treatment-room or hallway talking head + candid team B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
04	Three Daily Habits	Treatment-room talking head + toothbrush/sink/oral-care B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
05	You Don’t Need A Problem To Book	Reception talking head + check-in/booking/handoff B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
06	Day In The Life	Treatment-room talking head + hygiene tools/assessment/polish B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
07	The Longer You Wait	Reception talking head + booking/calendar/handoff B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
08	Health Funds & Payment Plans	Reception talking head + confirmed payment/HICAPS-style B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
09	The Cost Of Skipping	Treatment-room talking head + hygiene assessment/booking B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
10	Gum Disease	Treatment-room talking head + gum assessment/home-care B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
11	Whitening & Smile Confidence	Consult or treatment-room talking head + shade/whitening discussion B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
12	Invisalign	Consult talking head + aligner/digital-preview B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
13	Child Dental Benefits	Reception talking head + family/front desk assistance B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
14	Smile Makeover	Consult talking head + smile-photo/mirror discussion B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.
15	Dental Implants	Consult talking head + tooth model/treatment discussion B-roll	CAM 1 + CAM 2 folders	Lav candidates: 00015-00019_Wireless PRO.WAV	TBC before edit: editor to waveform-sync and replace with exact raw file names/timecodes.

Video 01 | Traffic | Delayed Patient Reassurance

Haven't Been Back In A While?

Priority: Priority 1
Content Theme: Delayed patient reassurance
Service Focus: General dental check-up / hygiene
Objective: Traffic
Audience / Persona: Delayed patients who feel embarrassed, nervous, busy, or unsure about returning to care.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic first; strongest performer can later be adapted for Lead Generation.
Core Angle: The gap does not need to be the focus. The first step is understanding what is happening now.
Primary Footage: Hygienist / OHT direct-to-camera in the treatment room, supported by calm chair-side, listening and wrap-up B-roll.

Hook Variations

Haven't Been Back In A While?
Worried You'll Be Judged?
That First Step Can Feel Hard

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on direct-to-camera with warm eye contact. No logo intro.	Text: HAVEN'T BEEN BACK IN A WHILE?
03-11s	Stay on speaker, then cut to a calm seated consult.	Use the line about not judging how long it has been; keep delivery natural.
11-25s	Alternate camera angle with treatment-room B-roll.	Explain that early issues are usually easier to manage when reviewed sooner.
25-37s	Reassuring listening shot, then wrap-up conversation.	Use a Bassendean local-care cue. Only mention practice history if the clinic confirms the wording before approval.
37-43s	Simple branded end card.	Use the unique 3-line CTA below.

B-Roll Direction

Hygienist greeting patient at chair
Calm seated consult before exam
Clean tray and instrument setup
Reassuring listening shot
Wrap-up conversation at the end of appointment

Copy And CTA

Thumbnail copy: Main copy: Haven't Been Back In A While? · Sub copy: Worried You'll Be Judged?

On-screen text: Haven't Been Back In A While? / A Calm Starting Point / Bassendean

CTA end card (unique 3 lines):

Haven't been back in a while?Start with a conversation about what's been worrying youChoose a time with the Bassendean team

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Haven't been to the dentist in a while? Your first step can simply be a conversation about what is happening now. Choose a time with the Bassendean team and let us know what has been on your mind.

Short paid-social caption: Been meaning to book but not sure where to start? Arrange a check-up with the Bassendean team and start with a calm conversation about what is happening now.

Editor Notes

Keep this calm and empathetic. Avoid fear-based editing or dramatic cost escalation visuals.
Let the no-judgement message breathe with a slight pause.
Do not use absolute promises such as “we will not make you feel bad” as a headline claim; frame it as the clinic's supportive approach.
Do not use “no judgement” as an absolute promise in overlays. Keep it as tone, not a claim.

AHPRA And Approval Check Avoid shame, pressure or exaggerated urgency. Keep language supportive and measured.

Video 02 | Traffic | First Visit Reassurance

Your First Visit

Priority: Priority 2
Content Theme: First visit walkthrough
Service Focus: New patient appointment / check-up and clean
Objective: Traffic
Audience / Persona: Nervous or new patients who want to know what happens before they arrange a visit.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic campaign; designed to reduce uncertainty before enquiry.
Core Angle: A first visit is about understanding your oral health and talking through next steps clearly.
Primary Footage: Hygienist / OHT in treatment room with front desk welcome, health history, treatment room and explanation B-roll.

Hook Variations

First Visit?
Here's What Happens
Nervous Before You Come In?

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on patient arrival or clinician hook.	Text: FIRST VISIT? HERE'S WHAT HAPPENS
03-10s	Show front desk and form/check-in detail.	Mention the health history form and why it helps the team understand overall health.
10-23s	Cut between speaker, assessment and relevant appointment B-roll; use clean footage only if the spoken line supports it.	Use “may include” wording for checks, clean and next steps because first visits vary by patient.
23-35s	End with calm explanation at the chair.	Use the line about explaining options, costs and next steps clearly.
35-42s	Branded end card.	Use the unique 3-line CTA below.

B-Roll Direction

Front desk welcome
Health history form or check-in visual
Patient walking into treatment room
Assessment and clean visuals
Calm explanation at end of visit

Copy And CTA

Thumbnail copy: Main copy: First Visit? · Sub copy: Here's What Happens

On-screen text: First Visit? / Here's What Happens / Simple, Calm, Clear

CTA end card (unique 3 lines):

First visit feeling uncertain?See what happens before you come inArrange a simple check-up with Absolute Smiles

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Not sure what to expect at your first visit? This walkthrough shows the usual steps, from check-in to assessment and a clear explanation of what may come next. Arrange a simple check-up with Absolute Smiles when you feel ready.

Short paid-social caption: First visit feeling uncertain? See what may happen during a simple check-up and arrange a time with Absolute Smiles when you feel ready.

Editor Notes

Use step-by-step overlays, but keep each line short and mobile-friendly.
Avoid turning this into a long procedural explainer.
Use “we explain the steps clearly” or similar process-based wording instead of implying every appointment will feel the same.
Use “usual” or “may include” language because first visits vary by patient needs.

AHPRA And Approval Check Avoid implying every appointment is identical. Use process-based wording rather than guaranteed experience wording.

Video 03 | Traffic | Team Trust

Why I Love This Job

Priority: Priority 3
Content Theme: Team personality / relationship-building
Service Focus: Clinic trust / general dentistry
Objective: Traffic
Audience / Persona: Local families and hesitant patients who want to feel familiar with the people before booking.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic campaign; trust-building creative.
Core Angle: Trust can build through familiar faces, clear communication and consistent team-led care over time.
Primary Footage: Hygienist / OHT in treatment room or hallway, supported by candid team and patient interaction B-roll.

Hook Variations

Meet The Team
Why Familiar Faces Matter
What I Love About This Job

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with a warm personal line or candid team moment.	Text: MEET THE TEAM
03-12s	Direct-to-camera, relaxed framing.	Use the relationship-building line rather than technical content.
12-25s	Cut to candid team, hallway and greeting B-roll.	Show the clinic as approachable and familiar.
25-36s	Return to speaker for the local trust close.	Use a local Bassendean/team-familiarity close. Only include practice-history wording if the clinic confirms it before approval.
36-42s	Simple end card with logo.	Use the unique 3-line CTA below.

B-Roll Direction

Team smiling together
Hygienist greeting returning patient
Hallway walk and casual interaction
Warm chair-side moment
Front desk goodbye or rebook

Copy And CTA

Thumbnail copy: Main copy: Meet The Team · Sub copy: Why Familiar Faces Matter

On-screen text: Meet The Team / Familiar Faces Matter / Bassendean Local Care

CTA end card (unique 3 lines):

Want a clinic that feels familiar?Meet the people behind your carePlan a visit with the Bassendean team when you're ready

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Getting familiar with the team can make the first step feel easier. Meet the people behind the care at Absolute Smiles and plan a visit with the Bassendean team when you are ready.

Short paid-social caption: Want to feel familiar with the team first? Meet the Bassendean team and plan a visit when you are ready.

Editor Notes

Keep it genuine rather than overly polished.
Use warm music only if it supports the spoken audio.
Avoid testimonial-style claims from patients or anything that sounds like a superiority claim.

AHPRA And Approval Check Do not imply patients will definitely feel relieved or comfortable. Keep the message about the team approach.

Video 04 | Traffic | Preventive Education

Three Daily Habits

Priority: Priority 4
Content Theme: Everyday dental education
Service Focus: Oral hygiene / preventive check-up
Objective: Traffic
Audience / Persona: Everyday patients who want practical, easy-to-understand dental advice.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic campaign; authority and engagement creative.
Core Angle: Small daily habits can affect teeth and gums over time, and a personalised check-up helps make advice relevant.
Primary Footage: Hygienist / OHT in treatment room with toothbrush, sink/rinse and chair-side explanation B-roll.

Hook Variations

Daily Habits?
Brushing After Eating?
This Might Help

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with numbered text and speaker.	Text: 3 DAILY HABITS
03-13s	Use toothbrush prop or simple B-roll.	Point 1: waiting after acidic food or drink before brushing.
13-24s	Cut between speaker and toothbrush visuals.	Point 2: hard bristles are not always better.
24-34s	Sink/rinse visual and speaker.	Point 3: spit, do not immediately rinse after brushing.
34-42s	Fresh smile or calm end frame.	Use the unique 3-line CTA below.

B-Roll Direction

Toothbrush and oral-care prop shots
Demonstration of brushing technique
Sink or rinse visual
Chair-side explanation
Fresh smile end shot

Copy And CTA

Thumbnail copy: Main copy: Daily Habits? · Sub copy: Brushing After Eating?

On-screen text: 3 Daily Habits / Small Changes Matter / Ask At Your Next Check-Up

CTA end card (unique 3 lines):

Not sure which habits affect your teeth?Bring your daily routine into the conversationAsk our hygienist at your next check-up

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Some everyday habits can affect your teeth more than you realise. Bring your routine into the conversation at your next check-up so the advice is tailored to what you actually do day to day.

Short paid-social caption: A few everyday habits can affect your teeth over time. Ask the hygienist what may apply to your routine at your next check-up.

Editor Notes

Use a slightly quicker edit than the reassurance videos, but keep it easy to follow.
Numbered overlays should be clear and not too text-heavy.
Avoid wording that sounds like a diagnosis or personalised advice without a consult.
Clinician signoff is required for the final oral hygiene advice before publishing.

AHPRA And Approval Check Keep advice general and encourage personalised discussion for individual needs.

Video 05 | Traffic | Preventive Reminder

You Don't Need A Problem To Book

Priority: Standard
Content Theme: Preventive appointment reminder
Service Focus: Check-up and clean
Objective: Traffic
Audience / Persona: People who only think about booking when something hurts.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic campaign; preventive care angle.
Core Angle: The best time to understand your oral health is often before something feels wrong.
Primary Footage: Front office coordinator in reception with greeting, HICAPS/booking and handoff B-roll.

Hook Variations

Nothing Hurts?
Still Worth Checking
You Don't Need A Problem

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on front desk or direct-to-camera.	Text: NOTHING HURTS?
03-12s	Reception delivery with warm, practical tone.	Explain that a check-up is often useful when everything feels fine.
12-25s	Cut to check-in, hallway handoff and booking visuals.	Show the appointment as simple and routine.
25-35s	Return to speaker for payment/health fund reference if clean and factual.	Keep payment references clear, not promotional.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Front desk greeting
Patient signing in or being welcomed
Reception to hallway handoff
HICAPS or booking terminal visual
Warm goodbye or rebooking shot

Copy And CTA

Thumbnail copy: Main copy: Nothing Hurts? · Sub copy: Still Worth Checking

On-screen text: Nothing Hurts? / That's A Good Time To Check / Bassendean

CTA end card (unique 3 lines):

Nothing hurts right now?Use it as a simple starting pointArrange a check-up to understand how things are tracking

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: You don't need to wait for pain to arrange a dental check-up. When everything feels fine, it can be a good time to understand how your teeth and gums are tracking.

Short paid-social caption: Nothing hurting right now? Arrange a check-up to understand how your teeth and gums are tracking.

Editor Notes

Keep the opening crisp and matter-of-fact.
Avoid pressure language around timing.
If payment options are included, make sure they remain factual and not overpromised.

AHPRA And Approval Check Do not imply a check-up prevents all problems. Frame it as a way to understand current oral health.

Video 06 | Traffic | Behind The Scenes

Day In The Life

Priority: Standard
Content Theme: Behind-the-scenes hygiene appointment
Service Focus: Scale and clean / hygiene
Objective: Traffic
Audience / Persona: Patients who are unsure what actually happens with a hygienist.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Traffic campaign; education and familiarity.
Core Angle: A hygiene appointment can include assessment, cleaning, polishing and a clear explanation of what was found, depending on the patient’s needs.
Primary Footage: Hygienist / OHT in treatment room with scaler, polish setup and chair-side explanation B-roll.

Hook Variations

In The Chair?
What A Hygienist Does
Here's The Process

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with tool prep or direct-to-camera.	Text: WHAT A HYGIENIST DOES
03-12s	Show assessment and gums/tooth check visuals.	Use the full assessment explanation in simple language.
12-25s	Cut to scaler and polish setup.	Explain calculus, scaling and polish without too much jargon.
25-35s	Patient listening or findings explanation.	Use the line about explaining what was found.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Hygienist preparing instruments
Scaler and polish setup
Chair-side assessment
Hand scaling detail
Explaining findings to patient

Copy And CTA

Thumbnail copy: Main copy: In The Chair? · Sub copy: What A Hygienist Does

On-screen text: What A Hygienist Does / Assessment. Clean. Polish. Advice. / Bassendean

CTA end card (unique 3 lines):

Curious what happens in the chair?Watch the process, then ask what applies to youArrange a hygiene visit at Absolute Smiles

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: A hygiene visit is more than a clean. It can include checking your gums, removing build-up, polishing your teeth and talking through what the team has noticed. Arrange a hygiene visit at Absolute Smiles to understand what applies to you.

Short paid-social caption: Curious about what a hygiene visit can include? Arrange a hygiene appointment and ask what applies to your teeth and gums.

Editor Notes

Use B-roll cutaways to avoid a static talking-head edit.
Keep technical language conversational.
Avoid close-up treatment visuals in the first five seconds.
Use “can include” language because hygiene visits vary by patient.

AHPRA And Approval Check Do not imply the appointment is always the same length or experience for everyone.

Video 07 | Lead Generation | Delay + Cost Objection

The Longer You Wait

Priority: Standard
Content Theme: Cost and delay objection
Service Focus: Check-up and preventive dentistry
Objective: Lead Generation
Audience / Persona: Cost-conscious patients delaying care because they are worried about what may be found.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation after traffic signals; also suitable as a traffic test with softened language.
Core Angle: Booking earlier can help the team assess what is happening before concerns become harder to manage.
Primary Footage: Front office coordinator in reception with booking, calendar, HICAPS and handoff visuals.

Hook Variations

Putting It Off?
Options Can Change
Cost Holding You Back?

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on reception or direct-to-camera.	Text: PUTTING IT OFF?
03-12s	Stay on speaker with calm delivery.	Use softened wording around delay and options, not fear.
12-24s	Cut to booking/calendar interaction.	Connect preventive appointments with simpler conversations and clearer next steps.
24-34s	Show HICAPS/payment discussion only briefly.	Keep payment options factual.
34-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Front desk conversation
Booking or calendar interaction
Patient walking toward treatment area
HICAPS terminal close-up
Reception farewell

Copy And CTA

Thumbnail copy: Main copy: Putting It Off? · Sub copy: Options Can Change

On-screen text: Putting It Off? / Start With Clarity / Ask About Your Options

CTA end card (unique 3 lines):

Been delaying because of cost or uncertainty?Start by finding out what your options look likeSpeak with reception about a first appointment

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: If cost or uncertainty has been holding you back, the first step does not need to be a big decision. Speak with reception about arranging a first appointment so you can understand what your options may look like.

Short paid-social caption: Putting it off because of cost or uncertainty? Start by asking what your options may look like before making any decisions.

Editor Notes

Do not overplay fear or urgency.
Use a practical, empathetic tone throughout.
Avoid dramatic escalation visuals or claims that delay always leads to major treatment.
Do not use a visual cost ladder that implies delay always leads to major treatment.

AHPRA And Approval Check Keep the message as possibility and assessment, not a guaranteed consequence.

Video 08 | Lead Generation | Cost Clarity

Health Funds & Payment Plans

Priority: Standard
Content Theme: Payment and health fund clarity
Service Focus: Health funds / payment options / CDBS mention
Objective: Lead Generation
Audience / Persona: Patients worried about unknown dental costs before booking.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; enquiry support creative.
Core Angle: The team can explain health fund claiming, payment options and CDBS checks where relevant.
Primary Footage: Front office coordinator in reception with HICAPS, booking and parent-focused front desk visuals.

Hook Variations

Worried About Cost?
Payment Options?
Health Funds Explained

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on front desk with direct line.	Text: WORRIED ABOUT COST?
03-12s	Speaker explains cost uncertainty in plain language.	Use simple, factual wording.
12-24s	Show HICAPS processing and reception discussion.	Use only confirmed payment wording, such as “ask what health fund claiming options may apply”. Do not say “all health funds” unless approved by the clinic.
24-34s	Parent-focused or booking confirmation B-roll.	Mention payment options and CDBS only as options to ask about. Do not imply approval, eligibility, low cost or no out-of-pocket payment.
34-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Reception delivery to camera
HICAPS processing visual
Payment-options discussion
Parent-focused front desk visual
Booking confirmation moment

Copy And CTA

Thumbnail copy: Main copy: Worried About Cost? · Sub copy: Payment Options?

On-screen text: Worried About Cost? / Ask Before You Decide / Bassendean

CTA end card (unique 3 lines):

Want clarity on payment options?Ask what health fund claiming options or payment choices may applyMessage the Bassendean team before you book

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Cost can feel uncertain before you know what is involved. Ask the Bassendean team before you book if you would like to understand what health fund claiming options or payment choices may apply. Terms, eligibility and provider rules should be confirmed before launch.

Short paid-social caption: Want cost clarity before booking? Ask the Bassendean team what health fund claiming options or payment choices may apply.

Editor Notes

Keep the information crisp and factual.
Do not imply everyone will pay little or nothing.
State the CDBS figure accurately only if the final approved script includes it.
Verify exact payment providers, HICAPS wording, fees, eligibility, exclusions and landing page copy before approval.

AHPRA And Approval Check Payment references must be factual. Use 'may be eligible' for CDBS and avoid certainty around cover.

Video 09 | Lead Generation | Preventive Value

The Cost Of Skipping

Priority: Standard
Content Theme: Preventive care value
Service Focus: Scale and clean / check-up
Objective: Lead Generation
Audience / Persona: Patients who skip cleans because they seem optional or low priority.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation or traffic retest depending on hook performance.
Core Angle: A clean is often a simpler starting point than waiting until something needs more attention.
Primary Footage: Hygienist / OHT in treatment room with instrument, assessment, patient listening and booking cutaway visuals.

Hook Variations

Skipping Cleans?
The Clean Is The Starting Point
Waiting Can Change The Options

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with speaker or clean tray detail.	Text: SKIPPING CLEANS?
03-12s	Direct-to-camera explanation.	Use the idea that a clean is usually one of the simpler appointments.
12-25s	Cut to assessment and scaler setup.	Explain plaque/calculus in plain English.
25-35s	Patient listening or front desk cutaway.	Keep the cost ladder short and non-alarmist.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Hygienist explaining with hands
Instrument close-ups
Chair-side assessment
Patient listening in consult
Front desk or booking cutaway

Copy And CTA

Thumbnail copy: Main copy: Skipping Cleans? · Sub copy: The Clean Is The Starting Point

On-screen text: Skipping Cleans? / Start With What Your Gums Need / Bassendean

CTA end card (unique 3 lines):

Skipped a few cleans lately?Find out what your teeth and gums need nowChoose a hygiene appointment to get started

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: If it has been a while since your last clean, a hygiene appointment can help you understand what your teeth and gums may need now. Choose a hygiene appointment to get started.

Short paid-social caption: Skipped a few cleans? A hygiene appointment can help you understand what your teeth and gums may need now.

Editor Notes

Logical and calm, not alarmist.
Avoid saying skipping always leads to root canal, extraction or implants.
Use cost comparison only if spoken carefully and approved.
Any cost comparison or treatment progression claim needs clinical approval before publishing.

AHPRA And Approval Check Avoid guaranteed progression and fear-based claims. Keep it educational and assessment-led.

Video 10 | Traffic / Lead Generation | Gum Health

Gum Disease

Priority: Standard
Content Theme: Gum health awareness
Service Focus: Gum assessment / hygiene
Objective: Traffic or Lead Generation
Audience / Persona: Patients who notice bleeding gums but are unsure whether it matters.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Authority creative; can be tested in Traffic and moved to Lead Generation if it drives enquiries.
Core Angle: Bleeding gums are worth checking because gum issues can be easier to manage when reviewed earlier.
Primary Footage: Hygienist / OHT in treatment room with gum assessment, mirror/probe, home-care explanation and reassuring consult visuals.

Hook Variations

Bleeding Gums?
Worth Checking Early
Don't Ignore This Sign

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on speaker with measured delivery.	Text: BLEEDING GUMS?
03-12s	Speaker explains that early stages may not hurt.	Avoid 'too late' framing in captions.
12-24s	Cut to gum assessment and mirror/probe setup.	Explain inflammation in simple wording.
24-35s	Home-care explanation and consult shot.	Use softer wording: often manageable when assessed early.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Clinician speaking to camera
Gum assessment close-up
Mirror and probe setup
Home-care explanation
Reassuring end consult shot

Copy And CTA

Thumbnail copy: Main copy: Bleeding Gums? · Sub copy: Worth Checking Early

On-screen text: Bleeding Gums? / Worth Checking Early / Ask The Team

CTA end card (unique 3 lines):

Noticed bleeding gums?Mention it when arranging your check-upLet our team assess what may be happening

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Bleeding gums can be easy to dismiss, especially if nothing hurts. If you have noticed bleeding when brushing, mention it when arranging your check-up so the team can assess what may be happening.

Short paid-social caption: Bleeding gums are worth mentioning. Arrange a check-up so the team can assess what may be happening.

Editor Notes

This should feel clinically credible, not scary.
Replace 'completely treatable' with 'often manageable when assessed early'.
Avoid the phrase 'until it's too late' in visual text.
Use “often manageable when assessed early” rather than “completely treatable”.

AHPRA And Approval Check Use measured wording around gum disease. Do not guarantee resolution.

Video 11 | Lead Generation | Cosmetic Entry Point

Whitening & Smile Confidence

Priority: Standard
Content Theme: Smile goals / whitening starting point
Service Focus: Professional whitening / clean / cosmetic consultation
Objective: Lead Generation
Audience / Persona: Cosmetic-curious adults who want a simple first step before considering bigger treatment.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; low-pressure cosmetic enquiry creative.
Core Angle: Smile goals often start with understanding what is causing staining or discolouration and whether whitening may suit.
Primary Footage: Hygienist / OHT in consult area or treatment room with smile, whitening conversation, shade guide or take-home kit B-roll.

Hook Variations

Smile Goals?
Start Smaller
Thinking About Whitening?

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with bright consult setup or speaker.	Text: SMILE GOALS?
03-12s	Speaker explains that not every smile goal starts with major treatment.	Keep tone light and approachable.
12-24s	Cut to clean smile or shade discussion visuals.	Mention professional clean and whitening as options to discuss.
24-35s	Take-home kit visual or consult B-roll.	Use suitability-first wording.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Bright consult setup
Clean smile close-ups
Whitening conversation visual
Take-home kit or shade discussion
Fresh confident smile shot

Copy And CTA

Thumbnail copy: Main copy: Smile Goals? · Sub copy: Start Smaller

On-screen text: Smile Goals? / Start With A Conversation / Whitening May Be An Option

CTA end card (unique 3 lines):

Thinking about whitening?Start with a smile goals conversationAsk if professional whitening may suit you

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Thinking about whitening or a brighter smile? Start with a smile goals conversation so the team can check what may be causing staining and whether professional whitening may suit you.

Short paid-social caption: Thinking about whitening? Start with a consultation to discuss whether it may suit your smile and oral health.

Editor Notes

Avoid implying whitening suits everyone.
Remove or soften any line that suggests no sensitivity issues or an even result for every patient.
Keep the energy warm and low-pressure.
Avoid sensitivity, even-result, brighter-smile outcome or confidence guarantees.

AHPRA And Approval Check Use suitability-first language and avoid guaranteed cosmetic outcomes.

Video 12 | Lead Generation | Invisalign

Invisalign

Priority: Standard
Content Theme: Clear aligner consideration
Service Focus: Invisalign / clear aligners
Objective: Lead Generation
Audience / Persona: Adults considering discreet teeth straightening but not ready to commit.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; higher-intent service enquiry.
Core Angle: Clear aligners may suit some adults, but the right next step is checking suitability and understanding the plan.
Primary Footage: Hygienist / OHT in consult area with aligner case, digital preview, monitor and smile goals discussion B-roll.

Hook Variations

Thinking About Aligners?
Clear Aligners?
Suitability Comes First

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on aligner case or speaker.	Text: THINKING ABOUT ALIGNERS?
03-12s	Speaker frames aesthetics and everyday life.	Avoid guaranteed confidence or outcome statements.
12-24s	Digital preview or consult visuals.	Show the consultation and suitability process.
24-35s	Natural smile cutaways and speaker close.	Keep removable/discreet messaging factual.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Consult setup
Invisalign case or tray
Digital preview or monitor
Smile goals discussion
Natural confidence smile cutaways

Copy And CTA

Thumbnail copy: Main copy: Thinking About Aligners? · Sub copy: Clear Aligners?

On-screen text: Thinking About Aligners? / Suitability Comes First / Bassendean

CTA end card (unique 3 lines):

Considering clear aligners?Check suitability before making any decisionsSchedule an Invisalign consultation in Bassendean

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Considering clear aligners? A consultation can help check suitability, talk through your goals and explain what the process may involve before you make any decisions.

Short paid-social caption: Considering clear aligners? Schedule a consultation to check whether Invisalign may suit your needs.

Editor Notes

Do not imply guaranteed straight teeth, fast movement or invisible treatment.
Keep consultation-first framing throughout.
Use 'may suit' and 'suitability depends' where needed.
Avoid lifestyle certainty, speed claims, invisibility claims or guaranteed straight teeth.

AHPRA And Approval Check Avoid guaranteed results, speed claims and permanent outcome language.

Video 13 | Lead Generation | Family Dentistry

Child Dental Benefits

Priority: Standard
Content Theme: Family dentistry / CDBS awareness
Service Focus: Children's dentistry / Child Dental Benefits Schedule
Objective: Lead Generation
Audience / Persona: Parents and carers with children or teenagers who may be eligible for CDBS support.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; family enquiry creative.
Core Angle: Some children may be eligible for Medicare-funded dental benefits, and the team can help families check what applies.
Primary Footage: Front office coordinator in reception with parent/child arrival, family-friendly waiting area and booking assistance B-roll.

Hook Variations

Kids' Dental?
Parents, Watch This
CDBS Explained

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on reception or family arrival visual.	Text: KIDS' DENTAL?
03-12s	Speaker explains the Medicare program simply.	Use 'may be eligible' for all eligibility wording.
12-24s	Show front desk assistance or family-friendly waiting area.	Mention check-ups, cleans and other covered services only if approved.
24-35s	Booking/help moment.	Say to check myGov or ask the clinic for guidance.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Reception delivery to camera
Parent or child arrival visual
Front desk assistance
Family-friendly waiting area
Goodbye or booking moment

Copy And CTA

Thumbnail copy: Main copy: Kids' Dental? · Sub copy: Parents, Watch This

On-screen text: Kids' Dental? / Check CDBS Eligibility / Ask Reception

CTA end card (unique 3 lines):

Have a child or teenager who may be eligible?Check whether CDBS may help with dental careAsk our reception team how to confirm eligibility

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Have a child or teenager who may be eligible for CDBS support? Eligibility depends on Medicare and payment rules. Ask our reception team how to check what may apply for your family.

Short paid-social caption: Have a child or teenager who may be eligible for CDBS support? Ask reception how to check what may apply.

Editor Notes

State the $1,158 figure only if the final approved copy confirms the current amount.
Do not say 'no out-of-pocket' unless clearly tied to covered treatments and confirmed by the clinic.
Keep this practical, helpful and parent-focused.
CDBS age wording should use 0 to 17 or the softer “child or teenager who may be eligible”.

AHPRA And Approval Check Eligibility must be framed as “may be eligible”. Services Australia lists eligibility as children aged 0 to 17 for at least one day in the calendar year, plus Medicare and payment eligibility rules. Avoid universal claims about cover or cost.

Video 14 | Lead Generation | Cosmetic Consultation

Smile Makeover

Priority: Standard
Content Theme: Smile makeover options
Service Focus: Whitening, Invisalign, veneers, crowns and cosmetic planning
Objective: Lead Generation
Audience / Persona: Cosmetic-curious adults comparing ways to improve their smile.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; premium cosmetic enquiry creative.
Core Angle: A personalised smile plan depends on the individual person’s teeth, goals, oral health and facial features.
Primary Footage: Hygienist / OHT in consult area with mirror, smile photo, shape/colour discussion and polished consult B-roll.

Hook Variations

Smile Makeover?
Not About Trends
What Suits Your Smile?

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open with premium consult visual or speaker.	Text: SMILE MAKEOVER?
03-12s	Speaker explains balance, shape and colour.	Keep tone elevated but not beauty-industry hype.
12-24s	Smile-photo or mirror discussion B-roll.	Show options as dependent on the individual.
24-35s	Consult desk and natural smile end visuals.	Keep the closing suitability-based.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Consult desk setup
Smile-photo or mirror discussion
Shape or colour reference gestures
Warm premium consult visuals
Natural confident smile end shot

Copy And CTA

Thumbnail copy: Main copy: Smile Makeover? · Sub copy: Not About Trends

On-screen text: Smile Makeover? / Balance Before Trends / Talk Through Your Options

CTA end card (unique 3 lines):

Thinking about changing your smile?Talk through options that suit your goalsStart with a smile consultation at Absolute Smiles

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: Thinking about changing your smile? A smile consultation can help you talk through colour, shape, spacing and treatment options that may suit your goals and oral health.

Short paid-social caption: Thinking about changing your smile? Start with a consultation to talk through options that may suit your goals.

Editor Notes

Avoid 'perfect smile', 'dream smile', 'life-changing' or guaranteed confidence claims.
Use natural, balanced and suitability-based language.
Keep visuals premium but calm.
Avoid before/after implications and guaranteed confidence language.

AHPRA And Approval Check Avoid guaranteed cosmetic results or superiority claims. Suitability and individual planning must remain clear.

Video 15 | Lead Generation | Dental Implants

Dental Implants

Priority: Standard
Content Theme: Missing tooth options
Service Focus: Dental implants / tooth replacement options
Objective: Lead Generation
Audience / Persona: Adults with a missing tooth or a tooth that may need replacing.
Format: Short-form vertical video. Primary 9:16, secondary 4:5 crop where required.
Target Length: 30-45 seconds
Campaign Role: Lead Generation campaign; higher-consideration treatment enquiry.
Core Angle: An implant may be an option to discuss, but suitability depends on bone support, gum health and the overall condition of the smile.
Primary Footage: Hygienist / OHT in consult area with tooth model, bite/smile explanation gestures and patient listening visuals.

Hook Variations

Missing A Tooth?
Options After Tooth Loss
Start With A Consult

Recommended Edit

Timing	Picture / Edit	Audio / On-Screen Copy
0-03s	Open on tooth model or speaker.	Text: MISSING A TOOTH?
03-12s	Speaker explains missing tooth considerations calmly.	Avoid fear about the gap.
12-24s	Bite/smile explanation and consult visuals.	Explain shifting, bite and chewing as possibilities, not certainties.
24-35s	Patient listening and treatment discussion visual.	Keep suitability and planning as the focus.
35-42s	End card.	Use the unique 3-line CTA below.

B-Roll Direction

Consult-style delivery setup
Tooth model or treatment discussion visual
Bite or smile explanation gestures
Patient listening at desk
Calm reassuring close

Copy And CTA

Thumbnail copy: Main copy: Missing A Tooth? · Sub copy: Options After Tooth Loss

On-screen text: Missing A Tooth? / Understand Your Options / Suitability Comes First

CTA end card (unique 3 lines):

Missing a tooth?Understand replacement options before decidingArrange a consultation to discuss whether an implant may be suitable

Use as plain end-card copy, not a fake clickable button. Meta paid ad button is selected separately at launch.

Caption draft: A missing tooth can affect more than appearance, but the right option depends on your oral health and individual needs. Arrange a consultation to discuss whether an implant may be suitable and understand possible next steps.

Short paid-social caption: Missing a tooth? Arrange a consultation to discuss whether an implant may be suitable for your oral health.

Editor Notes

Avoid 'best replacement', 'permanent', 'life-changing' or guaranteed natural-looking claims.
Keep long-term health framing, not fear of the gap.
Use 'may be an option' and 'suitability depends' where needed.
Do not use “best”, “permanent”, “natural-looking” or guaranteed long-term outcome claims.

AHPRA And Approval Check Implant advertising must avoid guaranteed outcomes and permanent-result or guaranteed-outcome claims.

Approval And Handoff Checklist

Confirm final featured clinician names and preferred on-screen titles before export.
Confirm final campaign destination and paid ad button selection with the strategist before launch.
Check every visible screen, form, note and booking terminal for patient names or private information.
Deliver priority videos first: Videos 01-04.
Deliver three hook variants for Videos 01-04 and at least two hook variants for Videos 05-15.
Export 1080x1920 and 1080x1350 versions, with clean-master and burned-caption files where required.
Name exports by client, topic, hook number, ratio and version.
Complete an internal AHPRA compliance review of final spoken lines, captions, overlays, thumbnails and end cards.

References

Absolute Smiles Video Content Shoot Master Brief + Videographer Production Notes.
Approved Absolute Smiles September-November paid ads strategy plan.
Shoutout Digital Strategist Playbook.
Dental Ads Copywriting SOP and client rules for Absolute Smiles.
AHPRA / Medical Board advertising requirements
AHPRA testimonial requirements
Services Australia Child Dental Benefits Schedule