Case study: Cyberpink aligner case

When Invisalign launched a new hot pink aligner case, my team and I were tasked with naming the case and campaign and creating a distinct aesthetic to appeal to Gen Z consumers. We were also asked to incorporate the brand messaging syntax “invis is” in a natural way.

To capture an exciting, retro feel, we leveraged early Internet and video game visuals and named the case Cyberpink.

Before the launch, an e-comm director almost killed the project, but I was able to successfully convince him that this creative risk would speak to a wide range of our consumers—not only Gen Z, but also edgy Gen Alpha, and nostalgic Millennials and Gen X—and our elevate our brand identity on social.

After we launched the campaign on social media and e-comm, the Cyberpink case sold out faster than any new case release in Align history. One of our supercut reels, which we shot in-house, got 9M+ views within the week—our highest performing IG post ever.