The Brief: Chewy’s private brands are a major growth engine—and Frisco, Chewy’s largest and best-selling private label brand, sits at the center of that momentum. Known for being fun, friendly, and affordable, Frisco had an opportunity to evolve from a value brand into something more emotionally resonant: A brand that helps pet parents give their pets the same joy, comfort, and indulgence they give themselves.

The Ask: Drive sales, seasonal demand, and market share growth through year-round campaigns that make Frisco feel less like “pet products”…and more like a lifestyle brand. 

The Cultural Shift: Pets weren’t being treated like pets anymore. They’re family. Roommates. Main characters. And in 2025, one trend was impossible to ignore: Posh & Pampered. Pet Parents were actively seeking:

• Elevated pet furniture that matched home aesthetics

• Stylish seasonal apparel

• Toys and accessories that felt more lifestyle than utility

The emotional shift was clear: If we design beautiful lives for ourselves—why wouldn’t we do the same for our pets? 

Strategy: Position Frisco as the brand that brings perfectly priced joy to pets of all kinds, all year long. Not luxury for luxury’s sake—accessible indulgence. The work needed to do more than support a single promotion. It needed an emotional format that would sustain engagement across an entire year of seasonal campaigns, and a shift in messaging from Here’s a product→ Here’s the life your pet deserves.

Creative Approach: 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 

Creative Direction: I led multiple teams across seasonal campaign development and execution with the goal of making Frisco feel like a lifestyle brand people wanted to live inside. My role included:

• Overseeing creative development and campaign iterations

• Helping define the visual language and emotional tone of the work 

• Leading directors, cinematographers, and art directors across productions

• Guiding pre-production and live-action execution

• Overseeing editorial, VFX, sound, and color to ensure every frame reinforced the world we were building

Execution: Seasonal campaigns were built for paid social, merchandising support, and year-round performance. Delivery included:

• :15 high-frequency performance cuts

• Product-focused storytelling across multiple seasonal launches

• Delivered across five aspect ratios: 16:9, 1:1, 4:3, 4:5, 9:16 

Impact:

• Contributed to 8.3% Private Label Sales Growth in 2025: Creative supported measurable growth across Chewy’s private brand portfolio, with Frisco as a key revenue driver

• Expanded Private Brand Market Share: Helped strengthen Chewy’s private brands position in a highly competitive pet retail landscape

• Strong Demand in High-Growth Categories: Campaigns aligned directly with “Pet Humanization” trends, supporting strong demand across home décor, seasonal apparel, toys + lifestyle accessories

Creative Outcome: We didn’t sell pet beds. We sold better living. We didn’t market sweaters. We sold belonging. Frisco became more than affordable products. It became:

The easiest way for pet parents to give their pets the good life.

That emotional shift created stronger brand affinity—and stronger business results.