Chewy: Mealtime Match

At Chewy, I led campaigns like Mealtime Match and others to grow new-to-Chewy food customers through upper- and mid-funnel video. The goal was to convince pet parents not just what to buy—but why to buy it from Chewy,

When pet parents choose food, three things matter most: Brand.Variety. Convenience. For cat parents especially, variety isn’t optional. Cats demand it. Feeding time isn’t just functional—it’s emotional. It’s a daily moment of care, trust, and routine. Every campaign was designed to emotionally balance: Trust in Chewy as the best place to buy + Excitement around feeding moments.

We built a repeatable, multi-campaign video system where every asset—across brands, formats, and funnel stages—felt cohesive. Using a shared creative system, one campaign could scale across: Awareness → Consideration → Conversion while maintaining a consistent Chewy-first brand experience.

Across multiple campaign executions I led creative direction across concept → production → post, directed storytelling, visual language, and campaign consistency, and guided cross-functional teams (directors, cinematographers, editors, creatives) to deliver at scale.

Creative Director, Video

Brand: Chewy ‍