Cat Person · Paid social and TV
Paid social and TV for a cat food subscription.
I worked with Cat Person for two years across paid-social creative and commercial production, developing new concepts and managing projects from creative development through execution.
Paid social
Creator ads for a Meta account spending about $180k a monthI pitched new concepts using customer research and Meta performance data to guide messaging and creative tests. I also wrote creator briefs, sourced creators, and produced and edited the ads.
Ingredients · Four creators, split screen, ask why so many big-brand cat foods include grains.
Upset stomach · Opens on “Always puking?” to reach owners of cats with sensitive stomachs.
Litter-box smell · A creator’s first-person story, starting with how bad the litter box smelled.
TV commercials
Two 30-second spotsI wrote, produced and edited two Cat Person commercials, bringing in freelance crews for production. One spot aired nationally.
Enticing · A cat owner scatters rose petals around the bowl for a cat that won’t eat. Aired nationally from January 2023 as “When Your Cat Won’t Eat,” with a starter-box offer.
The Little Things · Vertical cat clips cut to on-screen type.