FOR PRIMAL PET FOODS, I LED A BRAND AND PRODUCT MARKETING CAMPAIGN THAT INTRODUCED KIBBLE IN THE RAW, A FIRST-OF-ITS-KIND PRODUCT BLENDING THE CONVENIENCE OF KIBBLE WITH THE BENEFITS OF RAW FEEDING, AND GAVE A BOLD REFRESH TO THEIR PRONTO LINE OF SCOOPABLE RAW AND FREEZE-DRIED RECIPES. WE LEANED INTO EDUCATION-MEETS-INSPIRATION, HELPING PET PARENTS REIMAGINE WHAT "BETTER FOOD FOR PETS" COULD LOOK LIKE. FROM POSITIONING TO CAMPAIGN ROLLOUT, THE WORK BROUGHT CLARITY TO PRIMAL'S PORTFOLIO AND ENERGY TO SHELVES, DRIVING BOTH TRIAL AND TRUST IN A GROWING RAW CATEGORY. 

CONCEPT CREATION

STORYBOARDING

PRE-PRODUCTION

ART DIRECTION

CREATIVE DIRECTION

PRODUCTION

POST-PRODUCTION

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