AHM's 'People Things' campaign extends its playful visual identity into the dental insurance sector with this animated spot, 'Grinding'. The sequence uses minimalist vector animation to illustrate the reality of teeth grinding during sleep through clean, black-and-white line drawings.
Developed by the team at TBWA\Melbourne, the creative direction leans into a stripped-back, illustrative aesthetic. The narrative follows a lighthearted transition from anthropomorphic teeth dancing to a relatable depiction of nocturnal grinding, before connecting the imagery to the brand's extras dental insurance offering.
