TAILS.COM - PACKAGING & ART DIRECTION

Every year Tails.com creates a dog treat advent calendar so dogs can join in the festive spirit. I was tasked with creating this year’s concept, packaging design and art directing the photoshoot to promote it.

With so many children sending letters to Santa each year and being placed on the nice list, I asked the question why weren’t dog’s also placed on the nice list as all dogs are good dogs, no matter what. This led to our nice list approved concept which has weaved it’s way through the campaign.

Tails.com had recently undergone a major rebrand, so I designed the Christmas campaign “Nice List Approved” identity and logo, developed the packaging and created the overall visual direction. I worked closely with an illustrator who was commissioned to create the dog illustrations, art directing the work to ensure it remained consistent with the new brand before integrating the illustrations into my designs.

I then concepted and art directed the campaign shoot, styling all props and products and working closely with the photographer, videographer, Tails Vet and dog handlers to create a warm, festive feel despite shooting in Summer. From the resulting photography and video, I designed and created campaign assets across eCommerce, CRM and social, adapting the content to create a cohesive visual experience across the digital ecosystem.

This campaign also got it’s own little viral moment from a Tails customer reading out an email we sent letting their dogs know they were on the nice list. The video got millions of views and thousands of people asking for their own letter from Santa to read to their dog. You can watch the video here: https://www.instagram.com/reel/DCLESdjPM2Q/