Dental dash

TL;DR

• Transformed complex dental software education into a fast-paced, interactive trivia experience.

• Reimagined Dentrix's trade show presence through playful competition, character-driven design, and discovery-led learning.

• Engaged more than 54,000 attendees in 2025, driving deeper product conversations and stronger brand engagement.

As ECD at bully! entertainment, we partnered with Henry Schein One to reinvent how Dentrix connected with audiences on the trade show floor. The challenge was to make a complex software ecosystem feel approachable, relevant, and engaging in an environment competing for attention.

Rather than presenting a traditional product demonstration, I was the Lead Creative Director on Dental Dash, an interactive trivia game built around real challenges facing dental practices. Through quick, thought-provoking questions, players discovered how Dentrix could help solve everyday problems, turning product education into a rewarding experience.

Leaderboards, daily trophies, and friendly competition encouraged repeat play, while the playful Dash character extended the experience beyond the screen through branded plush giveaways.

Dental Dash transformed passive booth visits into active participation, encouraging longer conversations, repeat engagement, and greater curiosity about the Dentrix product ecosystem.

More importantly, it helped reposition Dentrix from a familiar software provider to a modern, approachable partner in dental practice management.

Reaching more than 54,000 attendees in 2025, the experience demonstrated how thoughtful interaction design and a little friendly competition could make complex technology easier to understand, more memorable, and ultimately more valuable to the brand.