︎ About
︎ Hire Me
︎ Personal
︎︎︎ Illustration[NSFW]
︎︎︎ 2D Animation
︎ Portfolio
Creative + Art
Direction
︎︎︎ Spotify Ads
︎︎︎ Wellness Pet
︎︎︎ Claim
︎︎︎ Julie Condoms [NSFW]
︎︎︎ Julie Photoshoot
︎︎︎ Von [NSFW]
Copywriting
︎︎︎ Pop Up Grocer
Design
︎︎︎ Pop Up Grocer
︎︎︎ Dave FX
︎︎︎ Parade
︎︎︎ Hate U
︎︎︎ Charger
︎︎︎ Prophet[NSFW]
︎︎︎ Natasha Hunt Lee
︎︎︎ Tiny Boy[NSFW]
︎︎︎ Exu
︎︎︎ Other
Wellness Pet
Creative Direction, 2024
The challenge: Wellness Pet’s content wasn’t quite landing with Gen Z, a generation that expects brands to feel authentic and culturally in touch. Although Millennials respond well to silly pet content, Gen Z wants brands that speak their language and resonates with their lifestyles.
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? Abrand 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 ︎︎︎
