Frisco by Chewy

To drive growth for Frisco, Chewy’s largest private label brand, I led video campaigns that repositioned the brand from affordable pet products to an emotionally resonant lifestyle brand. Inspired by the “Posh & Pampered” trend, the work tapped into the cultural shift toward pet humanization—where pets are treated as family and lifestyle extensions. The opportunity wasn’t to sell more products—it was to sell a better life for pets.

I built a repeatable, year-round campaign system that blended product storytelling with lifestyle moments, turning everyday items into expressions of joy and indulgence. That shift helped drive demand across key categories and contributed to 8.3% private label sales growth—evolving Frisco into a brand that sells joy, not just products.

Creative Director, Video

Brand: Chewy