GC America is the product leader in many of the restorative materials in the dental marketplace. While this kind of success is the goal of every product, it can allow companies to overlook the value advertising plays in keeping a product top of mind. This lack of messaging in the marketplace had begun impacting the GC America product portfolio as challengers have appeared and have started gaining a foothold in the marketplace. Our “Depth Perception” campaign took a fresh look at their G-aenial bulk fill product. Our goal with this campaign was part of a larger strategy to reintroduce the GC America G- product portfolio to the marketplace after several years of silence. In a time when most of the competition was getting lost in minutia of ubiquitous performance metrics, we created a stylish campaign aimed at piquing the curiosity in order to generate interest.