PetSmart

This project was completed in a class called Conceptual Brand Thinking in collaboration with Lauren Rothenberger, Kathleen Gonzalez, and Mackenzie Ashton Borrego. We were presented a brief by the strategic team, which included emphasizing the “Smart” in PetSmart, making use of brand assets such as the logo, brand colors, and sounds, and showing how PetSmart can serve as a source of knowledge to guide young pet owners or pet curious folks. Given this strategy, we were tasked with developing several creative executions.

The Ask

Based on this brief, our team developed the “Like Your Pet Does” campaign idea. This idea stemmed from the insight that pets also take care of their owners in their own way through their unconditional love. Therefore, pet owners should provide the same thoroughness in care, and PetSmart is there to help you with that. Throughout our creative executions, the PetSmart associate acts as various pets from dogs to cats to birds, and guides the pet owners in properly caring for their pets. My responsibilities for this project included assisting with overall concept development, production of the film, and creating social media posts for Instagram and TikTok.

The Work

Campaign Platform

Film

TikTok

Instagram Posts

For our campaign activations, we created experiences that PetSmart customers can interact with in the store. We came up with a photo booth idea where customers can take photos with their pets. This photo booth makes use of filters to identify the pets and dress them as PetSmart associates, alluding back to our film and social media posts where the associates are acting as the pets. We also created pet accessories that are based on the PetSmart uniforms and brand colors. Finally, we created “getting to know your owner” pamphlets based on the real pamphlets you can find at PetSmart stores to reinforce the idea of pet owners taking care of their pets and their pets also taking care of them.

In-Store Campaign Activations