Pedigree: Love at First Sight
Engineering a global production system built to scale, last, and stay human.
This campaign took a simple, emotional idea and scaled it across products, markets, formats, and audiences. One shoot. Hundreds of assets. Years of life. Built to move fast, feel human, and work hard long after launch.
Role: Group Executive Producer
Partners: BBDO, Mars Pet Nutrition
Make it emotional. Make it scalable. Make it last.
Pedigree wanted to extend a hero idea into a fully omnichannel campaign — without watering it down or burning it out.
The ask:
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Multiple products (food + treats)
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Multiple dogs (ages, breeds, personalities)
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Multiple actors, languages, and regions
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TV, social, display, OOH, DOOH, print
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One production that could do all of it
One emotional truth. Two creative expressions.
We extended BBDO’s hero campaign — actors gazing off camera, falling in love with someone unseen.
The reveal: a shelter dog. Real. Imperfect. Instant connection.
But we didn’t stop there.
While we had the animals, we built a second lane: studio-based executions designed for scale and addressability. Same dogs. Same warmth. New setting.
On Pedigree’s iconic yellow backdrop, dogs had their own love at first sight moments — this time with food and treats.
Two lanes. One idea.
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Lifestyle storytelling for emotion and brand purpose
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Studio executions for product, targeting, and longevity
One shoot. Endless outputs.
This was a true super shoot, executed in Buenos Aires.
We designed a modular system that let us capture everything — without exhausting animals or exploding the budget.
How it worked:
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Plate-based shooting to safely swap products, talent, and dogs
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Modular automation for fast versioning
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Lifestyle sets + studio setups in parallel
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Static photography captured alongside live action
The result:
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Hundreds of deliverables
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Built once, used everywhere
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Assets designed to live for years, not weeks
Big output. Thoughtful execution.
More than a campaign — a content engine.
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Global omnichannel rollout
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Long-term paid media value
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Reduced reshoots and waste
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Proved automation can be efficient and emotional
It helped Mars Pet Nutrition rethink how campaigns could scale — and opened the door to future work across the portfolio.
Group Executive Producer
I led the orchestration of the entire system — balancing emotion, efficiency, animal welfare, and long-term brand value.
What I did:
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Architected the super shoot strategy
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Built the modular framework for scale and reuse
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Partnered closely with BBDO to extend the hero idea
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Managed a multi-month, international production
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Protected the work, the animals, the team, and the budget
Big picture thinking. Day-to-day problem solving. No compromises.
Scale doesn’t have to feel cold.
With the right system, one idea can travel further, live longer, and reach more people — without losing what makes it special.