Overview: I led video campaigns to grow Equine customer acquisition—positioning Chewy as a credible alternative in a highly loyal, relationship-driven category. The Challenge: Horse owners trust their local feed stores—and rarely switch.

Opportunity: Equine customers were evolving, researching and buying more online than ever. Convenience alone wouldn’t win. As a newer player in the space, Chewy had to feel like more than a retailer. It had to feel like a partner horse owners could trust for all their horse care needs. Goal:

• Drive acquisition + channel switching

• Increase brand familiarity and trust

• Convert first-time buyers into high-LTV customers

The Idea: The work needed to answer: Why trust Chewy? Why buy from Chewy?…and make the answer feel lived, not advertised. Positioning: Everything your horse needs—delivered right to your barn → a more convenient, trusted, and connected buying experience. 

My Role:

• Instrumental in defining visual language, tone, and storytelling system

• Oversaw creative development

• Directed production strategy and camera approach

• Guided cross-functional teams to deliver scalable campaigns

Execution: We built a repeatable trust-building engine that balanced lifestyle storytelling and Chewy RTBs. The creative system prioritized:

• Platform-Native Storytelling: Authentic and emotionally familiar

• Emotion + Utility: Validating how Chewy fit into real barn life

• Relatability + Trust: Stories that felt believable, familiar, and earned

• Mobile App Integration: Highlighting relevance and convenience for busy horse owners and caretakers

Social-First Storytelling

• Captured real barn life from rider/caretaker POV

• Shot on iPhone (body-mounted) for authenticity + immediacy

Trust-First Video System

• :30 heroes + high-frequency short-form paid social assets

• Built for awareness → consideration → conversion

• Modular framework built for scale, iteration, and long-term equity

Impact:

• Strengthened Chewy’s credibility in a trust-driven category

• Increased brand familiarity + consideration among horse owners

• Expanded share-of-wallet growth potential in a high-value segment

• Built a repeatable creative system for ongoing Equine marketing

Why It Worked:

• Authenticity → Trust: Made the work feel lived, not marketed

• Clarity → Conversion: Positioned Chewy as an easy, credible switch