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


Fish are amazing, chill pets. And GloFish? The chillest of them all. So we created GloFi Beats: an hour long *stream* of lo-fi beats that shows future fish parents the marvel of GloFish’s bioluminescence and tank ambience.
So cast to your TV, enter the tank and soak up the vibes.

Every 10 minutes, an inspirational message from the GloFish floats by.

We ran 60 second social ads that navigated users to the longer YouTube stream. People were kind of shocked that they actually liked an ad, and even replayed it.. a few times. 

But most importantly, other pets loved it too: 


We celebrated by letting a cat take over our Twitter. Cat lovers finally felt seen! 


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