Rimadyl “Happy Dance” Creative Campaign Development
Project Background:
Rimadyl is Zoetis’ longest tenured drug to treat canine osteoarthritis pain. As a new drug rapidly approaches coming to market, Rimadyl was looking for a campaign refresh to stay relevant and reach a new audience in unexpected ways. The Rimadyl Happy Dance campaign was created to have a fresh new look that can lean heavily into social media.
My Role:
As the creative lead for Rimadyl, I oversaw the creative direction, brand strategy, photoshoot, and visual identity for all Happy Dance assets, tactics, and campaign materials.
Concept and Creative Direction
The Happy Dance campaign was designed with a social-first mind set. We wanted to connect with an increasingly more youthful dog-owner audience and reach them where we know they are consuming content–social media. The tone of the campaign is friendly, energetic, and plays off fun phrases found in social media trends.
Directing the Shoot
As art team lead I was involved with the shoot every step of the way. The shoot was crafted to ensure we captured pure, warm-hearted candid moments between dog owner and pet.
