The ask
Develop a 2026 campaign platform that builds awareness of Chewy as the go-to destination for horse care year-round, which positions the brand not just as a retailer but as a genuine expert that understands the full reality of horse ownership.

The approach
As IMC art director, I led visual direction across seasonal executions, serving as the through-line between creative vision and broader brand strategy on set and in the edit. Collaboration between IMC, Studio, and stakeholders was critical as we navigated the technical challenges of a custom POV camera rig and the nuances of authentically capturing horse ownership.

The result
A campaign that feels distinct in the market and earns its authenticity. The POV approach puts the viewer inside horse life rather than at a distance from it, and the seasonal structure gives the platform room to tell product stories that are relevant to target customers; driving consideration at the moments that matter most.