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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
Secret Life of Pets
Creative Leadership/TV Creative Support
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PetSmart partnered with Universal and Illumination Entertainment on the development of a co-branded campaign to promote the launch of the Secret Life of Pets movie, and a licensed product line at PetSmart. We developed a fully-integrated campaign across traditional, digital, and social platforms creating brand awareness for PetSmart through its' connection with the film.
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