Based on a brand platform and creative strategy developed by Subplot Design Inc., I wrote positioning lines for two of Petcurean's product lines; GO! and NOW FRESH.
The GO! Brand Film was created based on the positioning line, "Created to put more life into your pet", and follows the same striking black & white, active pet photography of the packaging and sales materials. Filmed with the Phantom HD Gold, which was used untethered in a waterproof housing, the 1000 frames per second footage magnificently captures the intensity, motion and athleticism of three normal, everyday dogs that eat GO! in real life.
The script for the NOW FRESH Brand Film was inspired by the brand positioning line, "It could only be fresher if you made it from scratch". The film features a woman and her dog browsing the morning markets and butcher shops for the freshest, most wholesome ingredients. Aligned with the "fresh market" packaging design, the Brand Film captures the essence of this unique food which features 100% fresh meats and 100% fresh oils; much the same foods as the pet parent buys for herself.
A DVD of the films was sent to Petcurean's national and international accounts, and is featured on closed-circuit in-store video channels. The films are also embedded in Petcurean's website, distributed through social media channels, and shown at events and trade shows.
Scope: Brand Copywriting, Film Conceptual Direction In Collaboration With: Subplot Design Inc., Aspect Films For: Petcurean Pet Nutrition