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Celebrating the artist of dental tech
Kuraray Noritake - product campaign
The new era
of mastery
Request
Launching a new era of dental mastery
Kuraray Noritake wanted to launch a long-term campaign to increase awareness of KATANA™ YML zirconia and CERABIEN™ MiLai.
In a market full of identical claims, the challenge was to create a distinctive narrative, positioning the products as the enabler of mastery in modern dental craft.
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True north
One streamlined system. Your signature mastery.
Dental technicians, whether traditional masters or digital pioneers, strive to create work that carries their unmistakable touch. Yet growing workloads and rising expectations leave them with less time and more pressure, making it harder to bring that personal signature into every case.
YML and MiLai form one unified system, engineered to streamline the workflow, reduce sensitivity to mistakes enabling technicians to confidently express their creativity, and unique craftmanship.
We take care of the process so you can focus on your craft.
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Ideation
Uncompromised
Unmatched
Yours
The campaign brings a bold new generation of dental technicians into the light, empowered by the smooth, integrated workflow of the YML + MiLai system.
It speaks to them in their own language: confident, direct, and unapologetic. Through bold statements and a strong visual world, the campaign reflects their mindset, where mastery is visible, personal signature matters, and craft is expressed without compromise.
A world dental technicians recognise, value, and are proud to belong to.
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Creation
All set. Mastery on
We created a distinctive visual campaign built around character-driven portraits combined with abstract graphic elements inspired by cyberpunk aesthetics. Four visual storylines were developed: an overarching campaign message and three stories aligned with the value pillars of the system. Each storyline was translated into key visuals and supporting imagery that express the attitude, identity and craftsmanship of the new generation of dental technicians.
Deliverables
Concept development
Photography
Videos and animations
Key visuals
Social strategy & digital assets
Booth design
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Activation
A multi-phase digital campaign rollout
We brought the campaign to life across the full journey. In the See phase, we introduced a bold new generation of dental technicians through striking visuals and a manifesto-driven story that builds emotional connection. In Think, we added credibility through KOLs and real technicians, sharing their work and showing how the YML + MiLai system performs in practice. In Do, we translated inspiration into action with clear benefits, hands-on content, and tools that make adoption easy.
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Our imagination at work
By translating a technical proposition into a bold cultural narrative, we turned it into what it enables: a seamless workflow that removes complexity, delivers consistent precision, and frees dental technicians to express their craft with confidence and a signature that is truly their own.
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“This campaign celebrates the new generation of dental technicians—those who redefine mastery through precision, creativity and signature craftsmanship.”