Freshpet || Anti Kibble campaign
Freshpet is a brand that stands for organic pet food, and their Anti-Kibble campaign displayed a manifesto of what they and we value! Challenging the convenient long-lasting kibble food, Freshpet has something truly fresh to offer for pets – food with a real expiration date. The goal of this video was to encourage the woke side of pet owners to switch from kibble to 100% natural food.
This long-lasting message called for a potentially timeless visual approach and a clear narrative embodied by lifelike characters.
Design choises
We coupled the campaign's nourishing premise with an organic, earthy color palette to convey the campaign's organic and natural spirit. To make it more cuddly, we used smooth strokes and finished it off with a well-balanced selection of edible assets.
Exploring characters
Speaking of characters – "Look at this kind and lovely metropolitan lady! She clearly loves that little doggo!" That's the reaction we aimed for when we reverse engineered her looks – a sun-kissed, progressive Pan-American lady with a heart bigger than a globe.
Color palette
Process
Credits
Client: Freshpet
Agency: Quickframe
Studio: Panic
Agency: Quickframe
Studio: Panic
Creative Director: Klinta Verbele
Art Director: Elmar Aleskerov
Art Director: Elmar Aleskerov
Storyboard Artist: Panic
Illustrator: Panic
Animation: Elmar Aleskerov, Slepichev Aleksandr Sergeevich
Sound Design: Silver Fox Audio
Executive Producer: Laura Zavodska
Illustrator: Panic
Animation: Elmar Aleskerov, Slepichev Aleksandr Sergeevich
Sound Design: Silver Fox Audio
Executive Producer: Laura Zavodska
