By Brian Dawson/ Managing Editor, Crocus Media

The talented practitioners Incisal Edge dental lifestyle magazine showcases in this year’s 40 Under 40 look plenty good on their own, commanding the stage at one of Manhattan’s most storied theaters — 13th Street Repertory Company. Making them look even better is photographer JEFF FRIED @DeepFriedPhoto, who for the second year running shot America’s top young dentists for the magazine, giving them a little off-Broadway pizzazz to complement their professional expertise.


Published by Benco Dental, Incisal Edge celebrates dentists’ achievements both inside the operatory and during their hard-earned downtime — and nothing better exemplifies this than the 40 Under 40, a series of informative profiles of the finest young practitioners in our industry today.

“I can’texpress how gratifying it was making this year’s 40 Under 40 smile,” says Fried, whose recent subjects have included music superstar Alicia Keys and movie director Morgan Spurlock.

“One major aspect of my job is making everyone feel at ease in front of the camera, and doing so in a matter of seconds. For me, humor is the simplest path to getting subjects comfortable and seeing those pearly whites shine.”

Great photography is only one aspect of a magazine’s overall aesthetic, of course, and it’s DONNA SHRADER, Incisal Edge’s design director, who makes this entire issue — the lavish 40 Under 40 package, a travel feature on downtown Los Angeles and everything in between — look so sharp.

“I love how our overall design reflects dentistry: edgy, precise, clean lines,” says Shrader, who has been with Benco Dental for 15 years. For the 40 Under 40, she brought that sensibility to pair beautifully with Fried’s camera work.

“The photo shoot was exciting,” she says. “The doctors were fun, free and so happy to celebrate their success and accomplishments. Who knew there was so much glamour in dentistry?” Thanks in large part to Shrader’s exquisite artistic instincts, now we all do.

One thing you’ll notice throughout the 40 Under 40 package is the effortlessly elegant clothes in which the dentists are attired. For that, kudos go to creative style director JOSEPH DEACETIS @JosephDeAcetis, who outfitted them all in the latest looks — an appropriately posh choice given the theatrical location.

“The spirited vibe of the doctors created a truly fun-filled atmosphere,” says DeAcetis, who has coordinated fashion for brands and publications as diverse as Kiton, Jack of Spades, Playboy and Forbes.

“The docs were good-looking, and they all had a sense of style that enabled their personalities to come alive. They were a great group — lights on, curtains up, center stage.”

Also lending their talents at the shoot were artist and jewelry designer CHRISTINE BRANDT, wardrobe technician PATTIE BARBOSA, make-up artist SUZANA HALLILI @suzanahallili and hair artist DANIELLE WRIGHT, among others.