Dallas, tx
To help the non-profit Animal Unit cut through the noise, we developed a three-month digital claymation project telling the poignant lifecycle of a shelter dog. Our strategy was anchored in a key cultural moment: the cinematic release of a highly anticipated film about Superman and his super-dog. By timing our heartfelt animation to launch concurrently, we tapped into the public’s heightened sentiment for canine companions. This synergy of emotional storytelling and strategic timing allowed us to capture an astounding number of impressions, powerfully amplifying the shelter's message and bringing crucial attention to dogs in need of a hero.
Our solution was an emotionally resonant, short animated film crafted over three months using digital claymation. The story followed the lifecycle of a single dog, capturing the loneliness of the city streets and the quiet hope found within the shelter system. We chose the tactile, gentle aesthetic of claymation to create a sense of vulnerability and warmth, making the dog's journey feel personal and profound. The project was a labor of love, designed not just to be seen, but to be felt.
The true power of this campaign came from the collision of our creative execution with a precise release strategy. We launched the short film at the peak of the movie premiere's buzz. This allowed Animal Unit’s message to ride the wave of a national cultural conversation, achieving a level of reach and engagement that would have been impossible otherwise. The campaign garnered an astounding number of impressions, successfully translated Hollywood's fantasy into real-world awareness, and gave Animal Unit a powerful tool to continue their vital mission. It stands as a testament to our belief that the smartest strategies are born from a keen awareness of the world around us.
