PetSmart — Social

Turning @petsmart into a space to embrace the love for ALL pets. 


The GloFish’s bioluminescence and habitat makes them incredibly unique pets. So we created GloFi Beats, an hour long *stream* of a real GloFish tank accompanied by lofi beats, to showcase the extraordinarily ~chill~ ambience that these pets bring to the home. Go ahead—cast to your TV and soak up the vibes of the GloFish tank.

Every 10 minutes, a message from the GloFish floats by.

We ran 60 second social ads that directed to the full YouTube stream. 
People were shocked to realize they actually enjoyed an ad, and even replayed it—a few times. 

But most importantly, other pets loved it too: 


What would a cat want most on their special day? TO FINALLY TAKE OVER THE WORLD. Well, we couldn’t give them that. But we did let a cat eat some catnip and take over our Twitter. And the cat community loved it. 

Made at Deutsch LA with:
Art Director: Tessa Memmott 
Creative Directors: Josh Cassidy & Vince Feliciano 
ECD: Ryan Lehr

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Click on an icon. 
*Emily Rhodes is not an icon.
**Emily Rhodes is a copywriter.