Every Thing For Every Animal

The ask
Develop a campaign of video and static assets that builds awareness of Chewy as the go-to destination for exotic pet owners - spanning small pets, birds, reptiles, and fish - with a focus on differentiating Chewy through expertise and assortment depth.

The approach
As IMC art director, I led visual direction from concept through post, developing a strategy that leaned into the diversity of the category itself; giving Exotics a distinct presence within the Chewy landscape. Immersion-first: animals as heroes, product integrated naturally, and every crop and image selection chosen to highlight the textures and personalities that make the animals distinct.

The result
A campaign with a clear visual point of view that positions Chewy not just as a retailer but as a brand that genuinely understands exotic pet owners - connecting through the specific quirks and qualities that make their animals unlike anything else.