This Tidy Cats OLV campaign was a great opportunity to bring the brand’s playful packaging to life across a range of video executions. Working with Antidote Studio, we developed creative for the product rollout alongside a sweepstakes campaign offering viewers the chance to win a trip to the Bahamas.

For the hero campaign executions, we transported viewers into the illustrated world of the packaging, extending its colorful, laid-back island aesthetic into motion. Complementary “lo-fi” executions took a more native, social-first approach, capturing the relaxed feel of everyday life with cats. We even managed to get a cat to lie on its back in a hammock and look directly at the camera, mirroring the packaging illustration. For the sweepstakes video, a carefully matched cut transitioned from the beach to a living room, with the beach towel’s pattern carrying seamlessly into a blanket draped over a chair.

The campaign was developed in 16:9, 1:1, and 9:16 formats, with :15- and :06-second edits tailored to each placement. We front-loaded the longer edits with key messaging before the skip option while maintaining an engaging, laid-back island vibe throughout.

Launched in April 2025, the campaign achieved the highest engagement of any Tidy Cats online video campaign to date.

Also featured here are my designs for Chewy Enhanced e-commerce, extending the brand experience into the digital shopping environment.