Fresh Dog Food
Educational content
The ask
Create educational static and video content for the Chewy site that draws customers in and guides them toward purchasing fresh dog food. Build supporting site assets that drive traffic to curated educational PLPs.
The approach
Partnered with the Studio team to produce educational videos, lifestyle photos, and to build a flexible photo library of product and ingredients on seamless. The images worked as mix-and-match design elements in order to quickly adapt content and run A/B tests as needed. Developed assets that position fresh food as high quality and human-grade, highlight whole ingredients, and reinforce the healthy lifestyle it supports.
Creative Directors
S. Ferris (IMC), B. Johnson (Studio)
Art Directors
Haley Greco (IMC), A. Nord (Video), M. Muñoz (Photo)
Copywriter
S. Bass
Lifestyle photography was set in a clean, simple kitchen to spotlight happy, healthy dogs at mealtime. Food was shot on seamless to build a flexible, plug-and-play asset library.
