TIDY CATS
PERFORMANCE+ CAMPAIGN
VIDEO + CAMPAIGN + DIGITAL + SOCIAL
It all began with a new premium litter product—and a soft spot for cats in suits. I stepped in to help build a distinct visual world and shape the story around what makes these products stand out.
Working alongside a large brand team and in collaboration with two production houses, I led the development of the visual direction from early storyboard concepts through to final delivery. The work combined CGI with live-action cat talent to develop these polished, action-packed videos.
Special thanks to Edit1 and Curveball for partnering with the Tidy Cats team at Purina to bring this vision to life.
CONCEPTING
A significant amount of time went into storyboarding to ensure the narrative was clear, engaging, and effectively showcased the unique value of each of the three new products.
Not only did we move forward with two creative story approaches, they needed to be built out for many different sizes/ratios.
RATIO-NALIZE
The two different video concepts needed to be adapted across multiple aspect ratios and optimized for a range of social platforms to maximize reach. To achieve this, both videos were shot in a 4:3 wide frame format that could easily be cropped to fit the needed ratio.
SUPER STYLING
In order to give this product a premium-science and tech backed feel, our futuristic supers style and animation was developed.
9x16 VERTICAL VIDEOS
16x9 STEALTH SWAP
16x9 CAUGHT ON CAMERA
DIGITAL BANNER ADS
SOCIAL
THANK YOU FOR VIEWING
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