🐕 BARKBOX 🐩
After going public in 2021, BARK hit an awareness ceiling. To break through, we created their first-ever 360 national campaign. Our focus: what makes BARK truly unique—they design and manufacture every toy in-house to strengthen the bond between dogs and humans. Whatever you and your dog are into (seriously, whatever), there's a toy for that moment.
We redefined how a pet brand can show up. We developed a brand library that captured seven distinct worlds, each one challenging the category's tired convention: dogs exist in isolation. By placing humans in the frame, we did something revolutionary for pet marketing: we showed that dog joy is shared joy. This became BARK's new visual identity and a new standard for the category.
Each world connected to specific product lines and human truths: your dog as workout buddy, late-night snack companion, or uninvited bathroom guest. This let BARK speak precisely to different audiences across targeted media placements — serving the entire funnel from awareness to conversion.
To stretch our budget, we took a modular approach—creating hundreds of assets that ranged from broad brand awareness to specific product messaging. This let us speak to both sides of the toy business (BarkBox & Super Chewer) and adapt our message based on where customers were in their journey.
Shout out to Paul who made this fun BTS video, and yes, yes my ACD is wearing the furry costume.
Best part about this work is the people I made it with!
Director: Oren Kaplan
Photographer: David Robert Elliot
VP of Marketing Creative: Joe Maceda
Creative Director: Haye Anderson
Associate Creative Director: Kellie Overton
Sr. Copywriter: Katie Kirnan
Art Director: Leslie Leighton
Copywriter: Claire Linic
Motion Director: Paul Clark
Sr. Designer: Alina Beebe
Designer: Haysol Chung
Producer: Lisa Kirshner
Associate Producer: Toby Donoghue