Wellness Pet

^{Creative direction, Social media (2024)}

The challenge: Bring a hertiage pet food brand’s social presence into the 21st century. Wellness Pet’s content wasn’t quite landing with Gen Z, a generation that expects brands to feel authentic and culturally in touch. 

As Associate Creative Director at OK COOL, my team was tasked with enhancing the heritage brand’s message of personal wellness and align it with the aesthetics of modern wellness culture.

So we revamped their TikTok presence with a tone and style that felt native to the platform, launching content reflecting trending formats. Everything from non-alcoholic “cat-tinis”, cat ASMR (shot + edited by me!), to relatable text-driven content that provoked community discourse. Additionally, we implemented a targeted boosting strategy to drive both engagement and visibility.

The result? A brand voice that finally matched the tone of today’s internet. Wellness Pet felt more current, more relatable, and better aligned with the vibes of today’s generation of pet parents.

Click to discover some of my favorite TikToks we produced for Wellness Pet ︎︎︎