Chewy Claus

To deepen emotional engagement and drive participation in Chewy Claus, I transformed an existing site-led holiday initiative into a scalable video storytelling platform. By introducing cinematic, documentary-style content centered on real pet wish fulfillment, we created a compelling reason for pet parents to participate—turning passive awareness into high-intent action.

I led the development and execution of a modular, multi-platform video system that extended long-form storytelling into short-form paid and organic social content. Through a 3-month teaser and drip campaign strategy, we turned emotion into action—driving millions of wish submissions annually and powering up to 16 million meals donated per season, establishing Chewy Claus as a repeatable, ownable holiday franchise. 

Creative Director, Video

Brand: Chewy

Flagship Brand Films (Hero Layer)

  • Created cinematic documentary films centered on real wish fulfillment stories

  • Focused on authentic emotion, human–pet connection, and payoff moments

  • Elevated Chewy Claus from a promotion → storytelling platform

Scalable Content System (Engine Layer)

  • Built a templated, repeatable content framework

  • Transformed long-form films into:

    • :60 hero cuts

    • :30 performance edits

    • :15 / :06 high-frequency units

  • Delivered in multiple aspect ratios for platform-native performance

Always-On Holiday Campaign (Distribution Layer)

  • Launched 3-month teaser + drip campaigns (Oct–Dec)

  • Combined:

    • Paid social (performance + reach)

    • Organic storytelling (engagement)

  • Optimized for early awareness→ emotional engagement → conversion (wish submission)

  • Result: one production → dozens of assets

Today Show - Chewy Helps Pet Duck’s Christmas Wish Come True

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