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


GloFish’s bioluminescence and habitat ambience makes them incredibly unique pets. So we created GloFi Beats, an hour long video *stream* of a real GloFish tank set to lofi beats, to show people the true marvel of these pets. So go ahead—cast to your TV and soak up the vibes of the GloFish tank.

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

We ran 60 second social ads that navigated users to the full 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: 


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 parents loved it. 

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


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