Fresh Dog Food

The ask
Create educational content — video and static — for the Chewy site that drives consideration and purchase of fresh dog food, supported by curated PLPs and assets that funnel traffic toward conversion.

The approach
As art director, I led visual direction for a suite of educational videos, lifestyle photography, and a modular product and ingredient library shot on seamless. The library was built for flexibility — mix-and-match elements designed to support rapid content adaptation and A/B testing. Across all assets, I directed a visual language that positioned fresh food as high-quality and human-grade: whole ingredients, clean aesthetics, and a healthy lifestyle narrative.