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 had recently gone through a huge rebrand so I had illustrations commissioned where I worked closely with the illustratior to ensure the brand was remaining consistent. These were then used as part of the design, which was a tricky 4 colour only print.

On set I styled all the props and products, worked closely with the photographer, videographer, Tails Vet and dog handlers to make sure we got a warm festive feel when it was shot in Summer. This photography was used on the website, CRM and social platforms.

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/