3M approached us to create a commercial for their 3M Pentamix device—an automatic mixing unit designed for the fast and high-quality mixing of dental impression materials.

As a healthcare video production company, our goal was to create a video that worked everywhere: from one-on-one sales meetings to massive screens at international dental conferences.

The Concept: Dentist as Architect

During the initial briefing and concept phase, we debated whether to take the traditional product video route: you know, put a doctor in a frame, place the product against a dark background, and have the doctor list the benefits. It’s a classic, standard approach.

However, there was a key difference here. This video wasn't just for sales reps to show clinics one-on-one (like a standard sales enablement video). It was also intended for a broad audience on big screens at major conferences. Effectively, it’s a hybrid of trade show video production and a B2B product demo video.

To bridge this gap, we proposed three specific creative angles:

1. Ditch the heavy jargon. The sales reps could handle the technical deep dive after the demo, and for a conference audience, it’s often overkill. Instead, we used a metaphor. We drew a parallel between a dentist and an architect—a recognizable figure associated with precision, structure, and accuracy. It’s a clear, instantly understood image.
2. Integrate 3D graphics that echo the hero’s words. Crucially, we wanted the hero to interact with these graphics to make the visual experience cohesive.
3. Filming location. Shoot in a high-rise space to reinforce the connection to complex architectural structures.

The client loved these solutions, so we moved into production. Here are the most interesting "behind-the-scenes" decisions from this project.

When it comes to medical device video production, we focus on balancing every element—graphics, location, and talent—to ensure they never distract from what matters most: the storytelling and the core marketing message.

The Location Hack

We were torn between a soundstage and a real office on the top floor of a skyscraper.

• The downside of a studio: We would have needed to green-screen a large portion of the set and paint in the background (skyscrapers) in post-production.
• The downside of a real office: Most high-rise rentals felt too "corporate" and sterile. Dressing them to look like a creative architect's studio would have been difficult, plus the rental costs were steep.

The Solution: We opted for a skyscraper but with a twist. Our producer found a private resident willing to rent us their apartment for a reasonable fee. It came with a ready-made, cozy interior (warm wall tones, parquet flooring) and interesting design elements like desks and shelving. During the location scout, we fell in love with it immediately—the view of the neighboring skyline was impressive.

Working with a "Non-Actor"

Our hero was a real dentist—well-known in his professional circle (a KOL), but with very little on-camera experience.

We immediately ruled out long monologues and complex physical acting. Instead, we focused on short, punchy phrases that set the accents of the video, combined with specific hand and body movements to interact with the future graphics.

We had a CG Supervisor on set to guide these movements, while the Director coached the hero to ensure the "performance" didn't feel forced or unnatural.

High-End VFX & Interaction

This is the highlight of the video. Despite the seemingly simple graphic story, the VFX creates a deep sense of immersion. We achieved this through micro-details:

1. Tracking: All graphic elements are tracked to the hero’s space. At 0:11, when the camera moves, the graphics remain perfectly fixed in 3D space, moving at the correct parallax speed.
2. Interaction: At 0:20, when the hero interacts with a graphic element, the light from that element is reflected in his pupil.
3. Continuity: We duplicated the graphics on the close-up at 0:24. This allowed for a perfect match cut from the wide shot to the close-up.

And, as with any proper dental video marketing, we couldn't ignore the smile—except in our case, we made it purely digital.

It’s these tiny details that make the image feel rich and professional.

Our agency provides the following medical video animation services:

• 2D animation and motion design.
• 3D product animation.
• AI generation of complex scenes that would typically cost tens of thousands of dollars to film.

Product Shots: AI vs. Practical

We built a separate set with its own lighting scheme specifically for these. Two shots were critical: the product in action and the "packshot" (beauty shot).

Looking back, today we would recommend generating the static packshot using AI—there would be zero visible difference.

However, the product in action is better shot practically. Despite the power of AI, it is crucial to show the consistency of the impression material exactly as it is. Professionals viewing this on a big screen would spot a fake instantly, and AI is notorious for hallucinating physical textures like fluids or pastes.

Project Budget & Timeline

Transparency is key in video marketing for healthcare. Here is how we allocated the budget for this $13,900 project:

• Creative Director & Scriptwriter: $2,000
• Director: $2,500
• DoP (Director of Photography): $2,000
• Equipment Rental: $1,500
• Location: $800 (we got lucky here)
• CG Supervisor: $1,000
• CG Generalist (All Graphics): $3,000
• Cleanup: $500
• Editor: $600

Production Timeline: 1.5 months

If you are looking for professional medical video production or want to dominate your niche with dental video marketing, our team is ready to help. We specialize in everything from healthcare explainer videos to complex medical video animation services.