The concept that never was

I was tasked to come up with creative concepts to change the perception of Chewy Health by building on the brand equity and trust that Chewy exemplifies.

Chewy is currently not seen as a trusted health partner. My idea was to create unique, episodic video content that leverages Chewy’s enduring companionship and equitable trust to position Chewy as THE expert in the pet healthcare space. We would achieve this by either crafting questions in-house to align with Chewy Health RTBs (but did so in a way that left room for comedic, but informative answers to questions), or by reaching out to our social followers for questions and then have our “pack” respond.

I put together a high-level design toolkit that could be used cross functionally for all teams involved in the production. This toolkit involved a scalable (and animated mark), photo direction, lower thirds for video and social layouts.

We cast talent, created a mock set and semi-scripted narrative, had an established design treatment across all social touch points and even had ideas around how we could further tap into our social influencers for content … sadly however, this idea never made it past the drawing board.