Project Direction
Build three paid ad edits from the two complete clinician takes. Use the master scripts as message guides only, selecting the most natural spoken lines rather than forcing a word-for-word reconstruction.
Production Recommendation
Remove stumbles and repeated reads, use the strongest natural delivery, and do not reconstruct topics that were not successfully filmed.
- Clinic
- Absolute Dental West Perth, 1/34 Outram St, West Perth WA
- Objective
- Generate quality local website visits, then move proven messages into low-friction enquiries.
- Audience
- Adults aged 25-65+ who live or work around West Perth, especially people delaying care or feeling nervous.
- Platforms
- Facebook and Instagram paid ads.
- Campaign flow
- Traffic first, then Lead Generation.
- Tone
- Warm, calm, clear, local, practical and professional.
- Creative rule
- One hesitation, one message and one next step per edit.
Footage Audit
Usable Clinician Topics
Use the captured clinician footage against the master shoot guide priorities: calmer care, nervous-patient reassurance and the stress/grinding topic. Confirm exact take boundaries by syncing the lav audio with CAM A and CAM B.
Unfinished Topic
The gum-health recording was started but abandoned. Do not build a gum-health video from this shoot.
Christopher Recording
One long, unscripted continuity and history talk was recorded. Public use requires exact transcript and factual approval.
Available B-Roll
Later camera sequences include clinic, treatment-room, workstation and digital imaging footage.
Asset Map
- Talking head
- CAM A: A7V_SL30057-61; CAM B: FX30_7724-7752. Confirm exact take boundaries by waveform sync.
- Female clinician audio
- RODE LAV MIC / 00014_Wireless PRO.WAV
- Christopher audio
- RODE LAV MIC / 00013_Wireless PRO.WAV
- B-roll block
- CAM A: A7V_SL30062-71; CAM B: FX30_7753-7769
- Useful B-roll seen
- Clinician at workstation, digital X-ray review, treatment room and hands-on technology interaction.
- Still images
- RAW PHOTO and EDITED PHOTOS folders may support end cards or 4:5 adaptations.
Global Edit Standard
Keep the creative calm and direct. The first seconds should communicate the patient concern immediately.
- Open on the spoken hook or a short text-led hook within the first 1-2 seconds. Do not open on the logo.
- Create three hook variants per core edit by changing the opening line, first-frame text or first B-roll insert.
- Use clean manual captions in Australian English, positioned inside 9:16 and 4:5 safe zones.
- Use restrained jump cuts and relevant B-roll. Avoid rapid effects, stock dental footage and graphic treatment imagery.
- Colour-correct the poorly lit room toward warm, natural skin tones. Avoid a cold clinical appearance.
- Use the lav track as primary audio with light noise reduction, EQ and compression. Check lip sync after every cut.
- Keep the clinic logo and CTA end card to 2-3 seconds. Use a topic-specific 3-line end card: patient concern, practical next step, then one soft action. Avoid fake clickable button styling, pressure language, outcome claims, pricing, offers or treatment-suitability claims.
- Export 1080x1920 and 1080x1350, with clean-master and burned-caption versions.
Video 01 | Paid Meta Creative
Haven't Been In A While?
- Objective
- Earn quality local traffic by reducing embarrassment and uncertainty around returning to dental care.
- Audience
- A West Perth adult who has delayed care, is worried about being judged and does not know what treatment they need.
- Format
- Facebook and Instagram paid video; primary 9:16, secondary 4:5.
- Target length
- 25-40 seconds; keep one clear message.
- Campaign role
- Traffic first; eligible for a Lead Generation variant after performance signals.
- Core angle
- The first step is understanding what is going on, not being pushed straight into treatment.
- Primary footage
- Female clinician take from 00014_Wireless PRO.WAV. Use the cleaner second read and sync the matching CAM A and CAM B angles.
Hook Variations
- Haven't been to the dentist in a while?
- Worried you'll be judged for putting it off?
- The first step should be understanding, not pressure.
Recommended Edit
| Timing | Picture / Edit | Audio / On-Screen Copy |
|---|
| 0-03s | Direct-to-camera opening. Tight crop; no logo. | Use a natural line about patients feeling embarrassed or stopping booking. Text: HAVEN'T BEEN IN A WHILE? |
| 03-10s | Stay on speaker, then cut to reception or a calm clinic detail. | Explain that walking through the door can feel harder than the treatment itself. |
| 10-22s | Alternate camera angle; insert consultation or technology B-roll. | Use the line about understanding the concern before moving into treatment. |
| 22-32s | Return to speaker and let the delivery breathe. | Use the plain-language options line. Keep “staged, conservative, urgent” only if it sounds natural. |
| 32-38s | Simple branded end card. | Use 3 lines: Haven't been in a while? / Start with a conversation about your concerns / Book an appointment online. |
B-Roll Direction
- Reception or arrival footage to establish a calm first step.
- Clinician-patient consultation or over-the-shoulder explanation.
- Digital X-ray or screen review only where it supports understanding the full picture.
- Clean clinic details and team interaction. Avoid treatment-heavy visuals.
Copy And CTA
On-screen text: Haven't Been In A While? / Start With A Conversation / West Perth
CTA end card (3 lines):Haven't been in a while?Start with a conversation about your concernsBook an appointment online
Caption draft: Haven't been to the dentist in a while? A first appointment can help you understand what is going on and talk through suitable next steps, without needing to know what treatment you need before you arrive. Book an appointment with the team in West Perth.
Editor Notes
- Target a calm 30-38 second cut. A shorter 20-25 second variant can end after the first-appointment clarity message.
- Do not include “quoted thousands somewhere else” unless the client specifically approves it.
- Avoid repeating “calmer” too often. Let the visual tone carry part of the message.
AHPRA And Approval Check
Do not use absolute promises such as “you will not be judged” as the headline claim. Frame reassurance around the clinic's approach. Remove “not to sell you anything” because it is comparative and unnecessarily defensive.
Video 02 | Paid Meta Creative
Nervous About Booking?
- Objective
- Drive website visits from people repeatedly postponing or cancelling because the first appointment feels overwhelming.
- Audience
- A nervous patient who has booked and cancelled, feels embarrassed about how long it has been and wants more control.
- Format
- Facebook and Instagram paid video; primary 9:16, secondary 4:5.
- Target length
- 25-40 seconds; keep one clear message.
- Campaign role
- Traffic first; eligible for a Lead Generation variant after performance signals.
- Core angle
- A first visit can begin with listening, questions and a pace the patient can discuss with the team.
- Primary footage
- Female clinician take from 00014_Wireless PRO.WAV. Prioritise the second nervous-patient read and use pickups after the restart.
Hook Variations
- Cancelled the same appointment twice?
- Nervous about your first visit?
- You don't need to know what treatment you need.
Recommended Edit
| Timing | Picture / Edit | Audio / On-Screen Copy |
|---|
| 0-03s | Direct eye contact. Use the strongest clean delivery. | Cancelled the same appointment twice? Text: NERVOUS ABOUT BOOKING? |
| 03-10s | Speaker with a subtle punch-in. | Use the booking-cancelling pattern and the line about it feeling harder to walk through the door. |
| 10-20s | Cut to reception welcome or consultation B-roll. | Use the embarrassment or feeling-judged section, shortened to one clear sentence. |
| 20-31s | Return to speaker using the alternate angle. | Use the control points: ask questions, pause the appointment and talk through what can wait. |
| 31-38s | Warm clinic detail into end card. | Use 3 lines: Nervous about booking? / Talk through your concerns with the team / Request a callback. |
B-Roll Direction
- Receptionist greeting or speaking with a patient stand-in.
- Calm seated consultation before any chair or instruments are shown.
- Hands-only note-taking or explanation footage.
- Waiting-area details and exterior signage for local context.
Copy And CTA
On-screen text: Nervous About Booking? / Ask Questions. Take It Step By Step. / West Perth
CTA end card (3 lines):Nervous about booking?Talk through your concerns with the teamRequest a callback
Caption draft: Feeling nervous about booking is more common than many people realise. You can let the team know what is worrying you, ask questions and talk through what the first visit may involve. Request a callback from Absolute Dental West Perth.
Editor Notes
- Remove all false starts and the misread “dentures” line.
- Use the pickup beginning “People feel judged...” rather than the earlier stumble.
- Do not use “undo years of avoiding” if it makes the close feel heavy or corrective.
AHPRA And Approval Check
Avoid diagnosing anxiety or implying a guaranteed emotional outcome. Do not use “you will not be judged” as an absolute guarantee; edit to an approved description of the clinic's no-judgement approach.
Video 03 | Paid Meta Creative
Grinding, Clenching, Stress & Airway
- Objective
- Drive quality local traffic by helping patients understand that grinding, clenching, jaw tension or tooth wear can have different contributing factors and should be assessed before choosing a solution.
- Audience
- West Perth adults who grind or clench, wake with jaw tension, notice worn teeth or have recurring broken fillings and are unsure what might be contributing.
- Format
- Facebook and Instagram paid video; primary 9:16, secondary 4:5.
- Target length
- 25-40 seconds; keep one clear message.
- Campaign role
- Traffic first; eligible for a Lead Generation variant after performance signals.
- Core angle
- Do not assume grinding is only stress-related. The appointment should help identify the pattern before discussing a guard, monitoring, sleep pathway or broader dental plan.
- Primary footage
- Use the recorded take aligned with Master Shoot Brief Video 03 from 00014_Wireless PRO.WAV, synced with the matching CAM A and CAM B talking-head footage. If a clean Video 03 take is not present, flag it before replacing this topic with another cutdown.
Hook Variations
- Your partner says you grind. Your jaw aches in the morning.
Recommended Edit
| Timing | Picture / Edit | Audio / On-Screen Copy |
|---|
| 0-03s | Direct-to-camera opening or text-led hook over calm consultation B-roll. | Use the shoot-guide hook: Your partner says you grind. Your jaw aches in the morning. Text: GRINDING, CLENCHING, STRESS & AIRWAY |
| 03-10s | Stay on speaker with a subtle punch-in. | Use the line that grinding and clenching can be mentioned as an afterthought but may be useful clues. |
| 10-20s | Cut to dental model, nightguard sample, consultation or jaw-explanation B-roll. | Use the section explaining that grinding can relate to stress, bite, sleep, airway or a mix of factors. Keep the wording careful and non-diagnostic. |
| 20-32s | Return to speaker or use calm assessment-style B-roll. | Use the pattern-checking section: tooth wear, bite, jaw joints and muscles, headaches, snoring, tiredness or broken fillings. |
| 32-38s | Simple branded end card. | Use 3 lines: Noticing grinding or jaw tension? / Ask what may be contributing / Book a time to discuss it with the West Perth team. |
B-Roll Direction
- Use consultation, dental model, nightguard sample, jaw-explanation and calm assessment-style visuals.
- Digital imaging can appear briefly to show information being explained, not to imply diagnosis.
- Avoid intense clinical close-ups, open-mouth treatment footage or visuals that imply the viewer has a specific condition.
- Keep B-roll cuts slow enough to preserve the calm tone.
Copy And CTA
On-screen text: Grinding, Clenching, Stress & Airway / Understand The Pattern / Talk Through What To Check
CTA end card (3 lines):Noticing grinding or jaw tension?Ask what may be contributingBook a time to discuss it with the West Perth team
Caption draft: Grinding, clenching or waking with jaw tension can happen for different reasons. A dental appointment can help check the pattern, talk through what may be contributing and explain suitable next steps. Book a time with the West Perth team to discuss what you are noticing.
Editor Notes
- Follow Master Shoot Brief Video 03. Do not use the first-visit or nervous-patient cutdown for this edit.
- If the matching grinding/clenching spoken take is incomplete or unusable, flag it before editing rather than changing the topic.
- Keep “sleep” and “airway” as possible contributing factors only. Do not imply diagnosis or that every grinding case is sleep-related.
- Avoid fear-based wording such as “before it becomes a bigger problem” in the final edit.
AHPRA And Approval Check
Do not diagnose grinding, clenching, jaw pain, sleep issues or airway concerns through the video. Use “may”, “can” and “what may be contributing” language, and keep treatment options as discussion pathways rather than recommendations.
Restricted Footage: Dr Christopher
Hold From Production
Do not release a public-facing edit from Dr Christopher's recording until the clinic approves the exact transcript, factual claims and final cut.
- Potentially usable topic: clinic history, continuity and the distinction between Absolute Dental and Absolute Sleep.
- Verify the founding year, handover timing, names and roles, years in sleep dentistry and referral pathway.
- Exclude all off-camera discussion, criticism of management, patient demographics, wealth references, profanity, staff commentary and remarks about business performance.
- The public answer contains comparative or superiority language and requires transcript approval before editing.
- Do not use “more enjoyable than most other places”, “very competent” or similar comparative claims.
Approval And Handoff Checklist
- Confirm the featured clinician's name and preferred on-screen title.
- Confirm the CTA destination: website booking page, callback form or Meta lead form.
- Confirm whether “wellness-centred” is approved for public copy. Use “calm, considered care” if not.
- Confirm written permission for every identifiable staff member or stand-in.
- Check every screen and form for patient names or private information.
- Complete AHPRA review of final spoken lines, captions, overlays and end cards.
- Deliver three hook variants for Videos 01 and 02. Use only the approved title-aligned hook for Video 03.
- Name exports by client, topic, hook number, ratio and version.
References
- Absolute Dental West Perth Master Shoot Brief, 4 June 2026.
- Supplied Google Drive footage and production note.
- Shoutout Digital Strategist Playbook.
- Absolute Dental West Perth June-August 2026 paid Meta strategy and client rules.