We took a risk when pitching this out-of-the-box concept. We leaned on years of trust-building with our partners at Wellness to encourage them to take a risk with this subtly inappropriate concept.
We ran the tongue-in-cheek creative focused on brand lift alongside more casual and direct messaging aimed at conversion metrics aligned with Wellness’s goals.
Talking drawers + striking visuals = content you can’t scroll past. Our videos use striking, bright visuals, the cutest cats we could find, and witty talking drawers to draw people in.
"Executing this concept meant taking a calculated risk to do something no one in the space had done, and I believe providing that kind of solution is what I enjoyed most about this project. Hopefully, all the frustrated cat owners will sleep a little better knowing there's a brand that truly understands those finicky cats."
"We knew we wanted a visual hook that would spark interest in our audience, so we decided to tell the story through the minds of talking drawers. Wellness was great throughout the whole process and they fully trusted us as we slowly pushed them out of their comfort zone. My favorite part of the project was figuring out how to make the drawers talk. We tossed around a few ideas like CGI and animation. Ultimately, we decided to film it all practically, using fishing line to open the drawers. I’m really happy with how everything turned out and I’m glad we were able to deliver."
"As a 5 year partner with the brand, we’re excited to continue to push the brand forward and build new connections with the right customers."
"As a designer, I always enjoy projects where I am forced to use my hands in unconventional ways. It was a fun challenge trying to express the personalities of each drawer within a few seconds using physical objects placed in and around the drawer."