The Ask: Modern pork producers face constant headwinds as they strive to keep their herds protected, barns staffed with caregivers and operational costs contained. Profit margins are razor thing. Breeding an environment of eroding brand loyalty. Competitors were launching new products that challenged long standing legacy strongholds. Generic drugs were eating away profit margins. And the category became overrun with marketing that only focused on products, pigs and profits. Leaving the people behind the operations all but forgotten.

The Idea: Heritage Feeds Tomorrow - is the illustration of the brand’s purpose – advancing pig health through personalized care. The brand campaign speaks to the idea of heritage – the traditions, values, and legacies – that are shared by Zoetis and their customers alike and how that foundation shapes a stronger, healthier future.

My Role: I teamed up with a copywriter to bring the campaign idea to life. From concepting and art direction to creating the final assets, I helped shape a full campaign experience spanning an anthem video, social content, and print materials designed to connect with audiences wherever they encountered it.