Role:
Lead Creative Producer, Casting Director, and Set Builder collaborating with Art Direction, Creative Direction, Product Design, Photography, and Retouching teams.

Project Purpose:
SmartBones—Spectrum Brands’ rawhide-free, highly digestible dog chew—required a focused launch that built on the equity of sister brands while establishing a clear, differentiated identity. Featuring multiple long-lasting chew formats, the campaign aimed to quickly build awareness, drive trial, and showcase the brand’s real-ingredient formulas and functional benefits.

Deliverables:
A targeted suite of photo and video assets highlighting product benefits, real-ingredient cues, and authentic chew interaction. Assets were designed to support omnichannel needs across retail, digital, and social. Partnering with expert animal trainer Trish Seifried enabled precise, controlled capture of dog-interaction moments that elevated storytelling and improved campaign impact.