Chewy Halloween

The ask
Create a seasonal visual identity for Halloween that captures Chewy's signature quirkiness while functioning as a full-funnel campaign system — flexible enough to hero key products and priority offers with clarity and impact.

The approach
With conversion as the primary success metric and limited placements, the strategy prioritized precision over volume. I developed a flexible, photography-led system that let product and seasonal storytelling share the frame without competing — designed to be reused and evolved year over year rather than built for a single season.

The result
A measurable lift in conversion compared to the prior year, driven by a campaign system that balanced Halloween personality with commercial clarity.