The Ask: One of Elanco’s products, Interceptor Plus, needed to grow market share in an incredibly challenging market. Parasite protection is a low-involvement category. Worms are out-of-sight and out-of-mind. Pet owners just use what their vet prescribes, administer it monthly, and refill the prescription when they run out. As a new and superior product, the challenge for Interceptor Plus was to get pet owners and veterinarians off autopilot to steal share from the 20-year market leader.

The Idea: Question Your Protection - Street interviews were having a moment — so we decided to put a pet health spin on it. We hit the streets with one simple question: “What parasite protection are you giving your pet?” By capturing real reactions and real answers from pet parents, we created a relatable conversation that encouraged owners to take a closer look at their parasite protection choices.

My Role: I teamed up with a copywriter to take the idea from a blank page to a full campaign. From concepting and art direction to final execution, I helped create everything from a :30-second commercial to brochures, posters, web banners and social assets — building a cohesive visual story across multiple channels.