These are a part of a series of 15 videos we created for Petplan that ended up winning Adfed’s Best of Show for a Social Campaign—always nice when the work finds its audience. We pitched the idea to Petplan and, to their credit, they went for it: a series built around real pet posts from social media, paired with some sharp writing to land the message.

I served as Creative Director and guided the spots through VOLT Studios. And while the final cut landed at 15 videos, I probably watched close to 1,500 to get there. It was a bit like casting a film, except everyone was a dog or a cat and no one followed directions. I couldn’t tell you how many times I laughed along the way—but let’s just say, a lot. Sometimes the best ideas are the ones with muddy paws and tilted heads.