CALERA DENTAL CENTER · CALERA, ALABAMA
Dr. Rigsby, Dr. Ford, Dr. Harbarger, & Dr. O’Neil
A board-certified dermatologist with a national reputation and almost nothing online to show for it. Ninety days to fix that.
ENGAGEMENT
90-day Sprint
DELIVERABLES
Brand film · Photography · Reels · Social Management · Ads · CRM
SHOOT DAYS
2 Days, On Location
YEAR
2026
THE BRIEF
A practice everyone in town trusted, and nobody online could find.
Two generations of word of mouth, fifty-plus new patients in a good month, not a dollar of advertising behind it. But practices around them were selling to corporate groups, and they wanted the opposite — a legacy handed to young dentists they'd mentored themselves.
That transition had a marketing problem inside it. The new associates had open chairs while the founders were booked six weeks out. The practice had added in-house root canals, one-day crowns and 3D scanning that almost nobody outside the building knew about. The website was years out of date, the last social post was from 2022, and the one agency they'd tried had to be corrected on nearly every post because the dentistry in it was wrong.
They didn't want more marketing. They wanted marketing that was accurate.
WHAT WE MADE
A brand film built on the thing they lead with: that you get choices here, and someone explains them to you.
Photography of the team and the building — the people patients meet, and the technology that means fewer referrals out. A library of short-form content for the quarter, verticals cut for reels: the new associates introduced properly, the in-house services explained, the questions patients are too embarrassed to ask, and the myths the internet keeps repeating.
Everything scripted and reviewed against the clinical facts before it publishes, so nothing goes out that has to be pulled back down.
The brand film
[RUNTIME] · Directed and shot by Sarah Peacock, Peacock Media · 2026
Stills from the day
The short-form library.
THE SYSTEM UNDERNEATH
It doesn't stop at the footage.
The film is the part you can see. Underneath it is the reason a practice that hadn't posted since 2022 can now publish every week without anyone having to correct it.
Nothing publishes that isn't true. Every script and caption is checked against the clinical facts before it goes out. Their last agency had to be corrected on nearly every post — wrong procedure, wrong patient, wrong claim — until the practice decided nothing was better than that. Accuracy isn't a nice-to-have here; it's the whole reason they'd stopped.
The associates get the spotlight. The founders are booked six weeks out. The new dentists have open chairs. So the content is built to introduce them by name and by hand — who they are, what they do, why the practice chose them — rather than pointing every new patient back at the two people who can't take them.
The services nobody knew about. In-house root canals, one-day crowns, 3D scanning and milling. Patients only found out when they happened to need one. Now each has its own piece of content, in plain language, so it's known before the appointment rather than during it.
One shoot, a quarter of content. The building, the team, the technology and the chairside manner, captured in a single visit and cut into a library — long-form for the site, verticals for reels, stills for everywhere else.
Assets their web build can use. The practice was already rebuilding its website with another firm. The film, the photography and the copy were made to drop straight into it, so nothing had to be shot twice.
WHAT HAPPENED NEXT