—  About

Dental media is all we do. Arch combines strategy, storytelling and years of industry experience to create films, photography and content that feel honest, polished and distinctly yours.

Great dental content requires more than knowing how to operate a camera.

It requires understanding patients, making doctors and team members comfortable, and recognizing what makes a practice genuinely worth choosing.

—  Meet Joe

Joe Rae is the founder and creative lead behind Arch Dental Media. With more than two decades of experience in corporate, commercial, broadcast and digital production, he has spent nearly ten years working closely with dental practices—learning how thoughtful visual content can build trust, communicate value and help a practice stand apart.

Joe remains personally involved from the first conversation through the final edit. His calm, conversational approach helps doctors, team members and patients feel comfortable on camera, while his production experience keeps every project purposeful and efficient. For Joe, the strongest content never feels staged or generic—it feels like the practice and people it represents.

Before moving behind the camera, Joe played high-level hockey with the Calgary Hitmen—an experience that shaped his work ethic, preparation and team-first approach. Today, he lives near Calgary with his wife and their three children, with hockey continuing to be a big part of family life.