PURINA DOG CHOW CAMPAIGN

Fall 2019

Course: Principles and Practices of Strategic Communication

Task: Create a campaign for Purina Dog Chow

Position: Creative Director (Copywriter)

Through research and analysis, my team and I found that Purina Dog Chow was missing out on the opportunity to expand their consumer base due to their narrow advertising techniques. To synthesize Purina Dog Chow’s current branding with our goals for the brand, we developed a campaign based on a concept that people across all demographics, locations and beliefs can relate to: home.

Purina Dog Chow Campaign: Work

Writing Samples

Nothing beats the feeling of arriving home after a long day and hearing your best friend's tail going to town on the other side of the door. The fuzzy feeling of home was the basis of our campaign, "It's Good to be Home."

I acted as copywriter, crafting the slogans, scripts and a synopsis for an adorable Youtube series called "Dog Tales." I also created dog portraits on Adobe Illustrator for our promotional items, such as this guy above.

Purina Dog Chow Campaign: Work

Purina Dog Chow Campaign: Text

Purina Dog Chow Campaign: Pro Gallery

PURINA DOG CHOW CAMPAIGN

Writing Samples

Nothing beats the feeling of arriving home after a long day and hearing your best friend's tail going to town on the other side of the door. The fuzzy feeling of home was the basis of our campaign, "It's Good to be Home."

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I acted as copywriter, crafting the slogans, scripts and a synopsis for an adorable Youtube series called "Dog Tales." I also created dog portraits on Adobe Illustrator for our promotional items, such as this guy above.