Opportunity: When I became Creative Director of Video in October, 2022 Chewy had already established Chewy Claus - a holiday initiative where pet parents submit wishes that Chewy fulfills, donating meals for every submission. But there was a gap. The experience lived primarily on a site hub + static social. Participation required effort. An emotional connection wasn’t fully scaled. The question we asked was: How do you transform a good program into a cultural, emotional, and participatory holiday franchise?

Insight: Pet parents don’t just love their pets - they see them as family. Instead of asking for submissions, we needed to earn them emotionally. If we could make people feel the impact of a single wish, they’d be far more likely to submit their own.

The Idea: Turn holiday wishes into measurable impact by building an ownable, repeatable video ecosystem that turns real pet wishes into emotionally powerful storytelling - then scale it across platforms to drive participation.

Execution: I led multiple executions through all phases of video production, leading teams of art directors, directors, cinematographers, editors and animators to turn a holiday promotion into a storytelling engine that drove millions of high-intent actions - and millions of meals for pets in need.

Impact:

Participation at Scale

• Drove millions of pet wish submissions

• Helped scale Chewy Claus into a high-volume participation engine

Real-World Impact

• Powered donations of up to 16 million meals per season

• Direct connection: every wish submitted → 5 meals donated

Content Performance

• Generated millions of video views annually

• Delivered sustained engagement across paid + organic channels

Platform Growth

• Evolved Chewy Claus into a repeatable, ownable holiday video franchise

• Established a scalable system used year-over-year