Influenced by Influencers
Insight
A study found that 95% of UK animal shelters attribute pet abandonment to impulsive acquisitions driven by celebrity influencers.
Idea
We want to leverage the power of social media influencers and AI technology to promote unbiased content and combat “fad dog” trends.
Our AI tool, Petswap, will allow users to upload a photo of themselves with their dog, generating images that swap their pet with dogs from local shelters.
Original image
By partnering with celebrities, we will showcase these AI-generated images of shelter dogs and highlight their proximity to potential adopters.
Each influencer will share the content and then nominate another celebrity pet parent to do the same, creating a ripple effect of awareness and encouraging the adoption of local shelter dogs.
AI Generated
Goodness Unleashed
Images from Christian Vieler of dogs catching treats went viral beginning of May, earning millions of views and shares.
Insight
Treating a dog has a profound dual benefit. On one hand, it brings immense happiness to the dog when they receive something they love. On the other hand, it brings joy and excitement to the pet owner.
Idea
We created a series of AI-generated images that showcase the flip side of that moment – the expressions of joy and happiness on dog owners' faces as they toss those treats.
These AI images were designed to match the look and feel of Christian Vieler's collection, capturing the resemblance of the dog owners.
This concept ties perfectly to Pedigree's brand line, "Goodness Unleashed."
Where Is My Dog
Insight
Brushing a dog's teeth is often challenging, making it easy for pet owners to skip this important routine.
Idea
We created a playful campaign where dogs hide in different parts of the house, capturing moments that are highly relatable to pet parents.
By using AI, we generated fun, cartoon-style images that reflect the Pedigree brand, representing these everyday challenges in a light-hearted and engaging way.
Storyboard
We then used an app called Endless Paper to create an infinite zoom effect, making these scenarios even more engaging and trendy for social media.
The campaign turns dental care into a fun, daily game, perfectly aligning with Pedigree’s mission to keep pets healthy and happy.
Please note, this project is still under development, and the current version includes a music track with a watermark.
As part of the Dentastix campaign, I also created an AI tool that lets pet parents upload a picture of their dog's teeth to instantly check for plaque.
The tool provides practical next steps, including recommending Dentastix as part of the solution. It uses ChatGPT on the backend and will be available on a landing page for anyone to use.
