Legacy brands can drive culture change from the inside out.

Purina
Brand Strategy, Creative & Content Development, Partnership Management

Pet adoption organizations across the country are continually fighting to overcome negative, under-informed perceptions of homeless pets. Alongside colleagues at Zeus Jones, I both led and contributed to a series of projects aimed at dispelling those misperceptions in collaboration with Purina’s established portfolio of brands.

My cumulative work for Purina included creative direction and video production, content strategy for several digital/social initiatives, partnership strategy with leading animal shelters, and direct support for live brand activations such as Purina’s pioneering Better With Pets Summit event. I also cultivated relationships with Purina’s internal innovation and research teams to help make their expert insights more visible in the everyday world of pet ownership.

“There are still people who have this misconception that shelter animals are in some way damaged goods,” says Suzanne Hollis, director of adoptions at the San Francisco Society for the Prevention of Cruelty to Animals (SPCA). “That they’ve been abused, they’ve been traumatized, that they’ve been given up or confiscated. It’s simply not true.” To see the full T Brand Studio post and read more rescue dog stores, visit: http://paidpost.nytimes.com/purina-one/the-new-shelter-dog.html Executive Producers: Kaylee King-Balentine & Sydney Levin Director & Editor: Daniel Addelson Producer: Max Knies Director of Photography: Ed David Production Assistant: Amy Rio Color: Andrew Francis & Sixteen19 NY Special Thanks: Karla Pasos, Ivan Cash & North Shore Animal League Dalmatian Owners: The Gross Family Produced By: T Brand Studio

Agency: Zeus Jones
Media/Production Partner: T Brand Studio
Photographer: Michael Brian