Feed Thier Joy
Develop a unified visual campaign for Purina’s diverse portfolio of dog food brands (Beneful, ONE, Beyond, Puppy Chow). The objective: visually demonstrate that scientifically advanced nutrition does not require sacrificing the taste dogs crave. The campaign must cut through the clutter of a saturated market with a distinct, ownable visual identity.
The Challenge
The "Healthy vs. Tasty" Paradox. Pet owners often perceive a trade-off between nutrition and flavor. Clinical brands feel boring; savory brands feel unhealthy. Furthermore, the pet food aisle is dominated by repetitive imagery of dogs eating from bowls at eye level. To stand out, the work needed to break the traditional fourth wall and capture the emotional intensity of feeding time without relying on generic tropes.
The Spark
The Moment of Pure Focus. The most emotional moment in a dog’s day is not the eating it is the anticipation. That split second before the food hits the bowl is when a dog’s focus is absolute. Capturing this specific millisecond of desire communicates "crave" more powerfully than an image of a dog actually chewing.
The Big Idea
A "Kibble’s Eye" Perspective. A photographic campaign utilizing an "under-the-glass" shooting technique. This unique angle places the viewer in the position of the falling food, creating an immediate, immersive connection with the subject. High-energy colors and distinct depth-of-field effects differentiate the sub-brands (Puppy, Natural, Senior) while maintaining a cohesive, premium master-brand identity.
Execution in Action
