PRICETAG DOGS:

Our eyes have been trained most of our lives to dart to the price tag. With this in mind, I used it as a driving factor to control the viewer’s gaze. This way we could give them the answer to their immediate “how much” with an satisfying “this is why you should buy/benefit”.

NAUGHTY DOG:
This AD set played on the idea that even the naughtiest of puppies need a safe place to rest. I used this to gauge how much our market enjoyed storytelling in their content versus cut-and-dry product content.

BETTER SLEEP MEANS:

I conceptualized Better Sleep Means while pushing for us to switch into a more benefit heavy gear in terms of our advertising. And it was incredibly successful, so much so that we proceeded to implement this in all our future advertising.