nature's recipe

For Nature's Recipe's new food and treat offerings, we were tasked with coming up with a new, distinct concept—one that still fit under the overarching brand concept that Nature's Recipe fuels a dog's big life and with its CTA, Fuel the Wag. We also needed to stand out from the wolf-transformation imagery so pervasive in the natural dog food category. When they zigged, we wagged. Thus, “A Doggier Dog” was born. Because people don’t want their dogs to be wolves—they want them to be their doggiest selves. I came up with the concept, the flipbook execution, and the write-up that inspired the TV spot.