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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
PetSmart Halloween
Creative Strategy/Creative Leadership
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Challenge:
Position PetSmart as the Halloween costume destination for pets.
Solution:
We developed an engaging in-store presence featuring its own selfie backdrop and supported it with a digital marketing campaign including a Halloween product guide, BTS video, and Instagram costume contest. We outperformed our sales plan on costumes within the first few weeks of launching and promoted engagement with the brand through increased Halloween costume contest submissions.
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