PLAYING IT STRAIGHT | Adweek PLAYING IT STRAIGHT | Adweek
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PLAYING IT STRAIGHT

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There's smiles all around at Temerlin McClain.
The agency recently relaunched Align Technology's Web site, Invisalign.com, which helps orthodontists straighten teeth via the Internet.
The site allows dentists to view a 3-D representation of a patient's teeth. A movie-like program shows teeth moving from their present positions into the final, straightened state.
Dentists can theoretically diagnose and plan treatment by scripting and editing the movie.
Align Technology sells invisible plastic "aligners" that are used as an alternative to metal braces.
The Web page is the first to come out of Irving, Texas-based Temerlin's interactive marketing department since John Rich was hired last month as creative director. Rich joined the agency from Tsunami Media in Kauai, Hawaii, where he was creative director in charge of strategic planning.
Other clients of the shop's interactive group include American Airlines' travel Web site, GroceryWorks.com and Stock Jungle.
--J. Dee Hill