Many cat parents are in serious denial that their pet is overweight. The first step is recognizing there is a problem. This campaign gently guided followers to learn more about a healthy diet by linking to an article about weight management, which then lead to the shopping page. I ideated with the creative team and then shot and edited this content.
I shot this laying on the ground underneath my parents dining room table. I then reversed the clip while editing.
We were working with a very little budget, but we borrowed a coworker's cat and made it happen.