Built by a filmmaker.
Made for your team.
Smile Theory is a dental-only content studio run out of Rochester, MI — powered by Twelve89, the cinematic production company behind it. We build the social presence for practices that have outgrown a single content creator but aren't ready for a full agency.
On set
Filming with a Rochester practice
Studio
Rochester, MI
Adrian Kizy
Owner · Producer · Sales
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 powered by Twelve89, the cinematic production company I've been running for years. Same gear. Same standards. Same crew, scaled to the right size for a dental practice's budget.
A real production company
stands behind every shoot.
Smile Theory is a DBA of Twelve89 — a Southeast Michigan cinematic production company that's been making brand films, documentaries, and editorial work for over a decade. Same crew. Same cameras. Same editing standards. We just scoped a version of it that fits a dental practice's budget.
When you hire Smile Theory you're not hiring a freelancer who might disappear in six months. You're working with a production company that's still going to be here in five years.
- Twelve89-grade cameras and audio. Not phone footage with a filter on it.
- Real editorial standards. Color, sound design, pacing — the things most dental social skips.
- Branding-first strategy. Fifteen years of figuring out what makes people memorable on camera.
- A studio behind the studio. If you ever need a brand film, a recruitment video, or a podcast — we have the bench.
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.
Ready when you are
Ready to make your practice
impossible to scroll past?
By the end of the call you'll know whether we're a fit — and if we are, we can be on your filming calendar within two weeks.