Over The Top agency tapped me to concept and write several scripts for a Delta Dental TikTok campaign.

PROBLEM

Delta Dental of Arizona developed a new product to help gig workers and uninsured individuals save on dental care, without traditional insurance. The challenge? No one knew the product existed, let alone how to market it. But the team was willing to take a swing and explore TikTok.

APPROACH

We reimagined the Tooth Fairy for the gig economy, a scrappy, modern character going door-to-door to sell this new kind of dental coverage. The campaign leaned into humor, launching with a series of paid social spots styled like viral Ring cam footage. We also built a conversion-optimized landing page to extend the experience and support performance.

EXECUTION

A nosy neighbor gets a Ring Cam notification. They check the feed, expecting the usual package drop-off or a stray cat but what they see instead is Tiff, a 45-year-old washed up Tooth Fairy. She’s not sneaking around or flitting about with glittery wings; she’s at the front door, direct and practical, dishing out her latest side hustle—the savings card.

RESULTS

With 11+ assets in the market, we quickly learned what cut through and what drove action. The campaign helped build an early audience for remarketing and gave Delta Dental a more distinct, ownable voice—plus a clear foothold in TikTok-native storytelling.