LightForce Orthodontics is an orthodontic startup that combined cutting-edge, 3D printing with the latest in digital treatment technology to create a custom set of braces for each patient. Working with the client, we planned an integrated product launch that included creative conception and development, public and media relations, traditional brand elements and creating a complete social media presence from scratch. We also secured an entire trade publication’s ‘special issue’ under the Orthodontic Practice US masthead where we supplied all of the content. The publication would drop at the AAO, the orthodontic profession’s largest tradeshow. The LightForce idea of customized braces touched off a wave of excitement through the profession that is still building to this day. The product has been featured in the major orthodontic publications and orthodontists are embracing the idea of customized orthodontics.