Pets Video Campaign

A four-part video series featuring a teaser and three instructional videos was sold to my client, a global hospitality company with a unique problem: many of their hotels were adopting “pet-friendly” policies and practices to be more inclusive to travelers with pets—but employees were intimidated and nervous! This video campaign tackled these feelings through a high dose of animated charm and an empathetic script. The story? Pets dream of having amazing adventures, too!

I chose a simplistic line-art style with limited use of colour to meet scope and timelines. Close collaboration with the animator allowed us to develop storyboards and animatics that played to her strengths as an illustrator with a deep passion for animals. 6 human character assets were produced, along with 3 pets. The success of this campaign generated such buzz that this visual style was requested by the client for multiple future projects throughout 2022, 2023, and 2024.

On a more personal note: having lost our black cat, Maddie, the year prior, this project allowed me to immortalize her and share her cuteness with the world. The other pets belonged to members of the team as well.

Timeline: Jan-May 2023

Toolset: Mural, MS Suite, Adobe Illustrator, Boords

My role: Creative Director

Team: Project Manager, Instructional Designer, Animator/Illustrator