The Campaign That Never Launched | Creative Brief for Pet Brand

Role: Creative Director & Performance Strategist Brief Goal: Increase click-throughs for a pet product addressing destructive behavior Concept: • Developed a fake “breaking news” spot featuring a suited German Shepherd as anchor • Hook: “Finally, a cure is found for destructive dogs” • Strategy: Disrupt the feed, drive curiosity, and reframe the problem with humor • Channel Plan: Meta ads, optimized for video-first cold audiences

Outcome: • Concept approved, brief delivered • Project terminated before production • Client missed an opportunity to test a high-performing, scroll-breaking idea

This is one of many unreleased concepts I’ve built for brands looking to punch above their weight. If you’re ready to execute bold creative with strategic backing, let’s talk.