Built by a filmmaker.
Made for your team.
Smile Theory is a dental-only content studio in Rochester, MI. We build the social presence for practices that have outgrown a single content creator and want their feed to actually reflect who they are.
Our studio in
Rochester, MI
Where the work starts
Behind the scenes with
Art of Dental
Westland, MI
Behind the scenes with
Renee C. Miller Dental Group
Grosse Pointe, MI
Behind the scenes with
Profound Orthodontics
Bingham Farms, MI
Our studio in
Rochester, MI
Where the work starts
Behind the scenes with
Art of Dental
Westland, MI
Behind the scenes with
Renee C. Miller Dental Group
Grosse Pointe, MI
Behind the scenes with
Profound Orthodontics
Bingham Farms, MI
Four things we believe.
Loudly.
Most of what we say no to traces back to one of these. Most of what we say yes to does too.
- 01
Patients pick dentists on vibe.
Once you're inside someone's 5-mile radius, every practice looks roughly the same on paper. Vibe is what wins. Vibe is built on social.
- 02
Most dental practices are wildly underrepresented online.
The good ones too. Most of what does get posted is forgettable. Smile Theory fixes the supply problem, not the talent problem.
- 03
A full creative team is wrong-sized.
Hiring a videographer in-house costs $80k+ and you still have to direct them. Freelancers never show up twice. There's a middle and that's us.
- 04
Dentists shouldn't have to learn TikTok.
You shouldn't have to know what a hook is, what a trending sound is, or why captions read better in sentence case. Stay in your chair. We'll handle that part.
Founder Adrian Kizy
I'm a Southeast Michigan filmmaker. The last ten years of my career have been spent on branding and storytelling — figuring out what actually makes a person, a place, or a practice memorable on camera.
Smile Theory started after watching dozens of dental practices outgrow their freelance content creators. They'd hit a ceiling — the social was getting made, but it wasn't moving the business. The next step up was a full marketing agency, which costs more than it should and produces work that looks like everyone else's. There wasn't a middle.
So we built it. A small production studio with a strong point of view, monthly retainers your front desk doesn't have to manage, and a real strategy underneath every clip. We don't chase views — we build the kind of organic relationship that actually brings patients in.
Smile Theory is the dental-focused arm of Twelve89, the cinematic production company I've been running for over a decade. The same thing matters here as in our brand work: telling stories that make people pay attention because they recognize something real on the other side of the camera.