CareCredit
After decades of advertising only to health and vet professionals, CareCredit was ready to talk directly to potential patients about their health and wellness credit card.
As Creative Director, I managed a small team to create a range of work building awareness and affinity for the brand. This included leading creative on our 2025 brand campaign, concepting and producing organic social content, working with content creators, directing photoshoots featuring lots of human and animal talent, and turning that imagery into a suite of digital and print marketing.
2025 National Campaign
If consumers were aware of CareCredit, it was likely for their pet care financing. So what better way to educate about ALL the health and wellness the credit card can help pay for than by enlisting man’s best friend?
In our campaign, we let pets gather ‘round the water cooler bowl to vent their frustrations about the humans who are good at pampering their pets, but dog sh*t at caring for themselves.
As creative lead, I helped craft the strategy and concept. I then managed a creative team throughout ideation and production.
I was also the lead writer, developing the tone, humor and dialogue of our three opinionated pets.
Extending on social
After locking our TV scripts, we still had so many jokes on the cutting room floor. Thankfully the versatility of our dog footage meant we could nimbly create additional content and sell our clients on continuing the campaign on social.
Influencer parters
We even enlisted a few famous pets to remind their followers to take care of their own health and wellness. Our pet-fluencers helped extend the campaign reach in an authentic way while bringing awareness to the wide range of care that CareCredit helps finance.
