MORTON·WORKSFOR AGO / 2026
A DIRECTOR’S TREATMENTAMANDA GALLAGHER ORTHODONTICS
Candid outdoor portrait with headphones and a bright braces smile
More of you.
Four friends laughing together in an overhead selfie

EVERY CHAPTER.

Move your pointer over the title, or tap to toggle an iridescent chrome finish.
Friends bringing their colorful bracelet-covered wrists together
A playful wink and smile with braces
Exactly as you are.
A little louder.
A little closer.
Entirely yourself.

Real smiles. Good company.
A whole lot of personality.

Step into the treatment

BY LEE MORTON
BALTIMORE, MARYLAND

01 / THE POINT OF VIEW

Your life is
already happening.

The laugh you can’t hold in. The friend who knows your face before you say a word. The way you walk into a room when you feel like yourself.

That’s where I want these films to live. We’ll create a collection of short, expressive pieces that put AGO inside the moments people recognize from their own lives. Braces, aligners and the practice become part of that world.

Our invitation is simple: come as you are. Bring your personality. Keep becoming you.

Lee Morton DIRECTOR / MORTON.WORKS

ONE DAY TOGETHER.SO MANY WAYS TO BE YOU.6–8 SHORT FILMS.
02 / AN AGO KIND OF ENERGY

A familiar feeling.
An unmistakable personality.

AGO already has a community and a point of view. These films give that energy a visual language that belongs to this practice.

01

Belong from frame one.

Friends getting ready. An unexpected grin. A look across the waiting room. Open on something that feels immediate, personal and worth another second.

02

Make room for everyone.

Lead with teens and young adults, with room for older patients, quieter personalities and different styles. Confidence can be a big entrance or a small, unguarded smile.

03

Let the care show.

The team listening. A welcoming space. Someone taking time to answer a question. Those details bring parents into the story and make the personality feel grounded.

03 / THE WORLD WE’RE MAKING

A camera inside
the friend group.

Close enough to catch the in-between. Beautiful enough to feel like a campaign. The spontaneity of a favorite photo, with deliberate light, color and composition.

Friends together in a pink room with a heart-shaped light
Friendship is the feeling.
An upside-down playful portrait with colorful braces
Find another angle.
Personal style reflected in a full-length mirror
Let style be personal.
An instant photograph of a group laughing together
The picture you keep.
Candid smiling portrait with glasses and braces
A smile, right now.
A playful wide-angle camera gesture framed by a hand
Play with the lens.

Supplied visual references / mood, casting energy and camera language. These images are inspiration, not AGO campaign photography.

04 / THE CREATIVE IDEAS

The ideas.

Nine starting points. We’ll choose the films that work best together and shape them around one shoot day.

A confident braces smile as a casting reference01 / 30 SECNot the “before” girl.Already herself.

  1. A giant BEFORE label appears above her. “Before what?” She tears it down, revealing friends, music and a ridiculous school-bus laugh.

  2. At AGO, she meets the team and chooses braces colors. Another day, braces on, same energy. She puts up a new label: ALREADY ME.

  3. To camera: “My teeth have a treatment plan. My life’s already happening.”

End line
Your smile. Every chapter.
CTA
Meet your orthodontist at Amanda Gallagher Orthodontics.
Why it connects
It challenges the familiar makeover story without dismissing her choice to get treatment. “Before what?” can open other patients’ stories, too.
Mirror outfit reference02 / 15 SECFit check: chrome edition.Style, down to the smile.

  1. A sneaker taps the overhead lens and starts the beat.

  2. Quick cuts build her look: shoes, rings, headphones and bag charms. She and a friend trade poses in the mirror.

  3. The last detail is her braces smile in the AGO mirror.

End line
Every detail is yours.
CTA
Find your look at Amanda Gallagher Orthodontics.
Why it connects
Her braces become part of the look she chooses for herself, rather than a separate product reveal.
Playful portrait with sunglasses and braces03 / 15 SECThe door deserves a warning.Everybody enters differently.

  1. Close-up of the practice door. A small sign reads: WARNING: ENTRANCES MAY BE DRAMATIC.

  2. Four girls enter in completely different ways: a slow-motion strut, a goofy dance, a shy wave that turns into laughter, and an entrance interrupted by a dropped bag. Each gets her own musical sting.

  3. The receptionist looks straight into the camera: “We’ve been expecting you.”

End line
Come in as you.
CTA
Amanda Gallagher Orthodontics. Your first visit starts here.
Why it connects
The practice becomes recognizable and welcoming. The funny, quieter entrance matters as much as the confident one; nobody has to perform a personality to belong.
Retro pink telephone styling reference04 / 30 SECIncoming call: future me.A little advice from tomorrow.

  1. Her phone lights up: FUTURE ME CALLING. Future her says, “Bring the questions. All of them.”

  2. At AGO, she unfolds a decorated list. The orthodontist listens and answers while her friend waits beside her.

  3. She leaves smiling. One last phone message from future her: “Told you.”

End line
Good call.
CTA
Start a conversation with Amanda Gallagher Orthodontics.
Why it connects
The future-self device makes the first consultation feel approachable and shows the team listening to real questions.
Best friends laughing in a group selfie05 / 30 SECThe group chat has entered the building.Friends show up for her.

  1. She texts the group: “First appointment.” Their replies step out of the phone; one friend says, “I’m coming with.”

  2. They help pick a look, hype her up in the car and sit with her at AGO. Between jokes, the team gives her a calm welcome.

  3. The friends crowd into a selfie after the visit. It lands back in the chat.

End line
Good company for every chapter.
CTA
Come see Amanda Gallagher Orthodontics.
Why it connects
The appointment becomes part of an existing friendship story. Her friends bring the energy while the team provides the care.
A candid laughing portrait with braces06 / 20 SECThe smile soundcheck.A real laugh starts the beat.

  1. A microphone points toward a patient. She tries to speak, then laughs. That laugh starts the rhythm.

  2. A clap, sneaker squeak and aligner-case click join the beat under quick portraits of patients and the AGO team.

  3. The sounds resolve into music as everyone joins one frame.

End line
Sounds like you.
CTA
Meet Amanda Gallagher Orthodontics.
Why it connects
A real laugh becomes the hook. The sound-led idea can carry across a series of short edits.
Portrait reference with a natural braces smile07 / 15 SECThe smile though.The detail worth coming back for.

  1. Click, click, click: fast selfie details of her outfit cut on the shutter sound.

  2. She starts to leave. Her friend calls, “Wait—the smile though.” She turns back.

  3. One unguarded grin fills the frame. Freeze on the picture her friend keeps.

End line
The smile though.
CTA
See yourself at Amanda Gallagher Orthodontics.
Why it connects
The best moment arrives as an interruption, so it feels like a friend caught it rather than an ad posed it.
Mirror covered in handwritten positive notes08 / 30 SECIn every reflection.Who she is today.

  1. Getting ready, she finds a note by the mirror: “You look like you.” A small smile, then the day begins.

  2. Reflections carry her from home to a bus window and the AGO mirror. Different moments, the same person.

  3. A friend joins the final reflection; the smile turns into a laugh.

End line
Keep becoming you.
CTA
Meet Amanda Gallagher Orthodontics.
Why it connects
The recurring reflections give a simple visual thread to a quieter story about who she is today.
Close portrait of a playful braces smile09 / 15 SECBlue bands though.A small shift in the day.

  1. A long-day sigh. In the mirror, she spots her new blue braces bands.

  2. Blue pops up in an accessory, a friend’s sleeve and a quick graphic hit as the music lifts.

  3. She leans into the lens with a delighted smile and heads out.

End line
A little color. A lot of you.
CTA
Explore your options at Amanda Gallagher Orthodontics.
Why it connects
A small personal choice becomes a bright, relatable moment with room for alternate color and opening versions.
05 / BEHIND THE SCENES

Show how
we made it.

The setup. The missed cue. The laugh that makes the take.

As AI changes what a finished image can look like, seeing the real people and work behind it can be compelling. We could make 2–3 of the final 6–8 films from those moments, captured during the same shoot day.

SOL DE JANEIRO / ON-SET REFERENCE

The 10 Hour Challenge.

Watch original on TikTok
01 / THE REVEAL

How we got the shot.

Start with the finished frame, then reveal the practical setup and people behind it.

02 / THE IN-BETWEEN

Between takes.

Keep the missed cue, off-camera comment and laugh that changes the energy.

03 / THE PEOPLE

Made by all of us.

Pass the camera among the cast, friends, AGO team and crew as the shot comes together.

06 / PRESS PLAY ON THE FEELING

The music is
part of the idea.

A track can pull us in before we’ve read a word. We’ll find a sound with personality, then build openings, transitions and payoffs around its best moments.

Colorful friendship bracelet reference
TURN
THE you
UP.

A few tracks to try on.

01

Me 4 Me

KOYOTIE

02

This Is How We Do It

KOYOTIE

03

See Me

KR1S1S

04

The Gang Gang

KOYOTIE

05

Smile

BINKS

Listening references, supplied via Musicbed. Final track selection and licenses will be confirmed for paid social, organic social and any website use. Fees depend on the track, placements, territory and term, and are additional to the production estimate.

Most films will be visual and music driven. One or two may use light voiceover or brief dialogue. Sound design, captions and clear visual storytelling will support the edit.

07 / THE PEOPLE

Cast for
connection.

Start with AGO patients and their friends. Bring in paid talent when a concept needs it.

Show braces, aligners and different stages of treatment. Focus on teens and young adults, with older patients where the story calls for them. Choose people who are comfortable together and on camera.

Friends getting ready together in a mirror
Playful portrait surrounded by expressive handwritten type
A playful phone portrait transition reference

Real connection.
Room to be ridiculous.

08 / THE PRODUCTION

One day.
A clear plan.

One Baltimore shoot day built around the selected films, with room to capture what happens between takes.

Plan

Choose the films, cast and locations. Confirm wardrobe, releases, music direction and a schedule that includes BTS capture. Involve guardians and secure usage releases for younger participants.

Shoot

Lee directs with a DP / camera operator, ideally female and tuned to this audience, plus lighting, audio and producer or PA support as needed. Group films by setup, capturing the planned scenes and the real moments around them.

Finish

Edit the agreed 6–8 films, including any selected BTS pieces. Complete color, sound and graphics, then prepare the planned alternate hooks, cutdowns and vertical B-roll selects.

09 / A COLLECTION THAT KEEPS WORKING

Made for the feed.
Made to feel like AGO.

6–8 primary vertical films

Primarily 8–20 seconds each, with flexibility up to 30 seconds for selected stories. The collection could include 2–3 behind-the-scenes films about how the campaign was made, within the 6–8 total. Finished for paid and organic social in 9:16.

Selected alternate hooks & cutdowns

Different entry points and shorter edits for testing. The version list will be agreed during creative development.

A vertical B-roll library

Curated, usable selects of people, place, smiles and details for ongoing AGO content.

Finishing & three revision rounds

Editorial, color grading, sound mixing, relevant graphics and captions. Three rounds of consolidated client feedback across the collection.

Optional website montage

A horizontal assembly if the selected creative and footage support it. Confirm scope during planning; vertical coverage remains the production priority.

10 / THE WORKING TIMELINE

Working timeline.

Fall 2026. Dates will be confirmed around approvals, casting and practice availability.

01

Early–mid October

Develop & prepare

Select the films, confirm cast and locations, and lock the shoot plan.

02

Late October /
early November

Production

One shoot day in Baltimore.

03

November

Edit & refine

First cuts, three revision rounds and final finishing.

04

End of November

Ready to launch

Deliver the approved films and agreed versions, subject to timely feedback and music clearance.

11 / THE ESTIMATE

A clear plan
for the investment.

One production day and a thoughtfully edited collection of short films.

AGO campaign estimate
PhaseEstimate
Pre-productionConcept development, logistics, casting coordination and pre-edits as needed.$2,000
ProductionDirector, DP / camera operator, lighting technician, camera, lighting and audio equipment; producer or PA support as the final plan requires.$8,000
Post-productionEditing, color, sound, graphics, agreed versions and three revision rounds.$6,000
Total project fee$16,000

Hired talent, outside locations and music licensing are additional and will be quoted according to the selected creative. Any further scope additions will be discussed and agreed in advance.

12 / REFERENCES

See the feeling.

Three short films to play here, plus a few campaign case studies.

SQUISHPILLOW

A world of her own.

Playful personal rituals.

Watch original ↗
DICK’S SPORTING GOODS

Style, with personality.

A simple hook carried by real character.

Watch original ↗
SOL DE JANEIRO

Show how it was made.

The people and play behind the finished film.

Watch original ↗

Tap a film to play. If a player is blocked, use “Watch original.”

CAMPAIGN CASE STUDIESColgate / My Smile Is My Superpower ↗Crocs / Come As You Are ↗SquishPillow / For Your Sleepy Heads ↗
AMANDA GALLAGHER ORTHODONTICS × MORTON.WORKS

Big laughs. Small moments.
Every version of you.

LET’S MAKE
ROOM FOR YOU.

A DIRECTOR’S TREATMENT
BY LEE MORTONBack to the beginning