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Puppy Campaign
Creative Strategy and Creative Leadership
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Puppy Campaign
Creative Strategy and Creative Leadership
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Puppy Campaign
Creative Strategy/Creative Leadership/TV Concept Development/Production
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Puppy Campaign
Creative Strategy/Creative Leadership/TV Concept Development/Production
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PetSmart Master Brand
Creative Strategy/ Creative Leadership
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Challenge:
PetSmart struggled with maintaining a brand identity that 1) wasn't copied by their competitors; and 2) wasn't overrun by their vendor community screaming all of their messages at the same time positioning PetSmart as a house of brands versus a branded house.
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Solution:
Developed cross-platform branding with a consistent color and photography strategy, as well as, a copy strategy that acknowledged how pets enrich our lives, while positioning PetSmart as the expert in the category. We created a consistent way of communicating to the customer from PetSmart's voice and not from each individual vendor's voice
Broadcast TV
Creative Leadership/TV Concept Development/Art Direction/Production
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As the creative lead for the development of broadcast TV at PetSmart, I partnered with Triptent agency on creating concept ideas, writing scripts, providing art direction and feedback on storyboards, location, set design, talent, wardrobe, music selection, voice-over, rough-cut edits and graphic animation throughout the production of the spots. I was also responsible for presenting and selling in the concept ideas to senior leadership.
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