Overview: I led video campaigns for Frisco, Chewy’s largest and best-selling private label brand. Known for being fun, friendly, and affordable, Frisco had an opportunity to evolve from a value brand into a brand that helps pet parents give their pets the same joy, comfort, and indulgence they give themselves. The Challenge: Move Frisco beyond “affordable pet products” into something more emotional and growth-driving. 

Opportunity: Pet parents were no longer just caring for pets—they were designing lives around them. And in 2025, one trend was impossible to ignore: Posh & Pampered. Goal:

• Drive sales + market share growth

• Increase demand across seasonal and lifestyle categories

• Build year-round engagement

The Idea: Position Frisco as the brand that delivers: “The good life for pets—at a price that feels easy.” Not luxury. Accessible indulgence. Perfectly priced joy became our rallying cry.

My Role:

• Defined visual language and emotional tone

• Led creative direction across seasonal campaign development and execution 

• Directed cross-functional teams (creatives, directors, cinematographers, editors) across productions

• Oversaw production, editorial, VFX, sound, and color

• Ensured consistency across a scalable campaign system

Execution: We built a repeatable narrative system that lived between product demo and lifestyle storytelling. The visual world was designed from the pet parent’s POV—immersive, playful, and emotionally familiar. The system prioritized:

• High-Impact Openings: Built to maximize retention and showcase assortment instantly

• Relatability: Moments that felt true to how people pamper and play with their pets

• Visual World-Building: A distinctive style that elevated Frisco beyond utility into aspiration

• Modularity: A flexible creative framework that could scale across seasons, categories, and formats 

Year-Round Campaign System

• :15 high-frequency performance assets

• Seasonal campaigns across categories (apparel, home, toys)

• Built for sustained engagement—not one-offs 

Impact:

• Contributed to 8.3% private label sales growth (2025)

• Supported market share expansion for Chewy private brands

• Built a repeatable creative system for year-round performance

Why It Worked:

• Culture → Demand: Tapped directly into pet humanization trends

• Emotion → Conversion: Sold joy and lifestyle—not just products

• Emotional shift created stronger brand affinity—and stronger business results