Mars Petcare

A Global Love Letter to Pets - Humanizing a Science-Driven Brand

  • Mars had long leaned on language like “science-backed nutrition” and “therapeutic health products.” But internally, that story wasn’t connecting. The brand was struggling to humanize its mission and re-energize employees around a shared purpose: the love of pets.

  • I pitched a creative strategy centered on one idea: tell a global love story. We assembled filmmakers across seven countries, equipping them with clear visual guidelines and emotionally driven prompts—not to sell product, but to capture what pets really mean to people.

    We interviewed 20 contributors across diverse cultures, collecting unscripted, deeply personal reflections. The result? A two-minute anthem that bypasses marketing jargon and speaks to the heart.

    • Creative strategy and concept development

    • Global production team sourcing and alignment

    • Directional lookbooks and interview guidelines

    • Full oversight of production, editing, and post

  • ItemWe delivered the final video in just two weeks—across time zones, languages, and logistical hurdles. It was warm, emotional, and grounded in everyday love. By leveraging unsigned talent and a lean global crew, we cut out agency overhead and delivered the project at roughly 60% less than a traditional agency model. description

  • Item The anthem premiered at a leadership summit and was distributed to every Mars Petcare employee globally. It became an internal rallying point, used to onboard new hires, inspire teams, and unify departments around a simple, powerful truth: everything we do is for the love of pets.

    While I don't have the quote in writing, the agency producer shared that Mars’ CEO called it “the best brand video we’ve ever made.” That says a lot about the emotional resonance, and the strategic clarityit brought to the brand.

Loeb Electric

Scaling Brand Impact Through a Two-Day Content Sprint

Project delivered while leading strategy at Hotbed

  • Loeb Electric needed to evolve their brand perception. Known locally for lighting and electrical solutions, they were expanding into national-scale projects—and needed content that matched their true reach and capabilities.

  • This wasn’t just a request for a video. Loeb needed an entire modular content library, something that could feed sales presentations, social media, internal decks, and more. And they needed it quickly, affordably, and with minimal disruption.

  • While leading creative and content strategy at Hotbed, I helped architect a solution rooted in content efficiency and output scalability. Instead of a sprawling production, we executed a two-day sprint designed to capture everything Loeb needed, and more.

    We pre-mapped content around their service lines, customer segments, and marketing channels. That meant every question asked, every shot captured, had a specific use-case. We weren’t just making a video, we were building a brand asset ecosystem.

    • 2 shoot days

    • 4 core brand videos

    • 50+ video deliverables (social cutdowns, vertical formats, etc.)

    • 600+ photos for campaigns, client decks, and sales materials

  • Loeb walked away with a full-scale brand content library they could deploy across sales, marketing, and leadership communications, without needing another shoot every quarter.

    The project reframed their story from a regional vendor to a national partner, and proved how a smart content strategy can deliver long-term value from a short-term sprint.

National Accounts Overview

Large Scale Service Provider

Broad Materials Provider

Local Sales

B2B Industrial Intro

Heavy Duty Cleaner and Degreaser

Vehicle Lime Remover

Drain Maintainer

Industrial Systems Flush

CLR Pro

CLR Product Launch

A collaborative character-driven campaign that turned a one-day shoot into a full-scale B2B product launch toolkit.

  • CLR was preparing to launch a new line of B2B products aimed at industrial buyers. They needed a creative, budget-smart campaign that would energize their sales team, stand out in a crowded market, and build awareness across ads, email, and social media.

  • The brand had multiple products to promote, each requiring distinct messaging, but a limited budget and short production window. They needed a concept that could flex across formats and product lines without the cost of producing separate campaigns from scratch.

  • Working in close partnership with CLR’s creative director, we developed a unifying concept built around two brand characters, “Power” and “Safety”, embodying the line’s two core selling points. This character-driven framework made technical benefits more engaging and memorable, while giving us a scalable creative foundation to support multiple product stories. The approach ensured every asset felt part of the same campaign while allowing for customization across channels.

  • In a single day of green screen production, we captured all character performances for every product. Motion graphics, on-screen text, and sharp editing transformed the footage into a library of short, digestible ads. Each spot was versioned into long-form and 15-second cuts, giving the sales and marketing teams a flexible toolkit for digital ads, email campaigns, and social posts.

  • By consolidating production into one shoot and building a modular creative system, CLR cut an estimated 60 to 70 percent of costs compared to traditional agency routes. The campaign equipped their sales team with ready-to-deploy content across channels, accelerated time-to-market, and created a scalable model for future launches.