Alpha Paw

Alpha Paw is a direct-to-consumer pet brand that creates products designed to improve the health and well-being of dogs and cats, with a focus on breed-specific solutions and sustainable materials.

During my time at Alpha Paw, I collaborated with the creative and production teams to develop high-performing paid social ads and website content. In addition to motion design and creative development, I supported on-set production by coordinating shot lists, styling products, preparing sets, and keeping productions running smoothly throughout filming.

My Role: Creative Production • Motion Design • Storyboarding • On-Set Production • Shot Lists • Product Styling • Video Editing

Emotional Angle

For this concept, we used a problem-solution format. The problem is that dogs can develop a life altering health issue called IVDD. We used the product as the solution and described all the benefits it has to help prevent this health issue from occurring in the viewers dog. We opened with an emotional hook centered on every pet owner's desire to keep their dog healthy, positioning the product as a proactive solution. We included captions throughout because many people are on social media with the sound off.

PetCanva Behind the Scenes

This website video banner was created to establish credibility for PetCanva. PetCanva is a company that sells custom built pet products. When people are shopping for products they like, they research the company before they make a purchase to ensure that company is trustworthy and creates high quality products. To establish trust, we took the viewer behind the scenes with a the step-by-step process of how the products were produced.

Pee Pad Testimonial

There are many different types of pee pads on the market; we needed to ensure our product stood out from all the rest. After conducting research, we leveraged a testimonial-driven structure that was performing well across paid social, combining authentic customer reviews with product benefits and social proof. We used a real customer review as the hook to establish credibility, utilized eye-catching motion graphics displaying the most sought after product features and completed the “testimonial sandwich” by showcasing the high number of 5-star reviews left by real customers further establishing trust in the product and increasing sales.

Unique Ingredients

Research showed that healthy ingredients were one of the strongest purchase drivers, so we focused on highlighting breed-specific nutrition and premium ingredients. They want to ensure their best friend lives a long and healthy life. For this concept we showcased that our product not only has healthy ingredients, but that we chose these ingredients with their specific dog breed in mind.

Black Friday Sale

The Black Friday Sale was the biggest sale of the season for this client. We developed a large library of Black Friday creative across Alpha Paw's best-selling products. This PawRamp concept became one of the campaign's top-performing ads by leading with the promotional offer before demonstrating the product's key benefits.