Print | Digital | Campaign Advertising | Art Direction | Copywriting
The challenge, features, and target audience
PetSmart is facing increasing competition from other pet stores and online shopping spaces. They are inclusive of all pets, have many products, boasts knowledgeable staff and in-store ordering, as well as grooming services and extended store hours. Their target audience includes adult pet owners and families.
The strategy
PetSmart is positioned as a fun, family‑oriented neighborhood store with an approachable, familiar tone that makes every visit feel welcoming. This campaign strengthens positive perceptions of the brand by highlighting PetSmart as the most friendly, and welcoming destination for any and all pets' needs. Centered around the selling point “We love all pets,” the concept reinforces the brand’s genuine care for animals of all shapes and sizes, and its commitment to supporting pet parents in every aspect of their journey.
Ideation
To solve the brief, I explored many territories, thoroughly developing towards the most simple yet effective and memorable idea.
AI‑generated imagery was used to create the specific animal poses required for the concept. All concepting, art direction, copywriting, Photoshop work, and final designs were created by me.
