Overview: At Chewy, I led the video launch of Get Real—a new private-label line of fresh dog food. The Challenge: Break through in a crowded premium fresh food category—and make shoppers care fast.

Opportunity: Capitalize on surging demand for fresh, human-grade pet food—especially among Millennial and Gen Z pet parents. The work needed to drive Awareness, Consideration, and Conversion. Goal:

• Drive awareness of a new product line

• Convert first-time buyers into high-LTV, recurring customers

The Idea: Position Get Real as the “zero stress” fresh food option—delivering premium nutrition without premium friction—and pay it off with a simple, memorable truth: Healthy made simple.

My Role:

• Defined short-form voice, storytelling rules, and visual identity

• Led creative direction across concept → production → post

• Led production strategy to capture high-volume, modular assets

• Oversaw live-action production and editorial to ensure quality, clarity, and performance

Execution: The creative needed to stop the scroll immediately. We delivered a scalable short-form video system designed around: 

• 1–2 Second Hooks: Thumb-stopping visuals that created instant interest

• Platform-Native Storytelling: Pacing, framing, and structure built for consumption and conversion

• Emotion + Utility: Stories that connected product benefits to real customer life

Scalable Launch Video System

• :30 hero, explainers, and high-frequency short-form assets

• Modular framework for rapid iteration and multi-platform deployment

• One Production → Hundreds of Assets: A high-volume content engine designed for speed, iteration, and future growth

Impact:

• Positioned Get Real as a clear alternative in a crowded category

• Drove strong initial product adoption post-launch

• Converted new customers with 50% off first-order incentive—supporting conversion into recurring fresh-food customers

• Built a repeatable content system capable of supporting launch, optimization, and future growth without reinventing production each cycle