Wisdom Panel "soul mutt" campaign

Wisdom Panel is a dog DNA kit which reveals your dog’s genetic make-up. Our client tasked us with a high-level awareness campaign that would re-introduce the brand to the consumer, after a prior rebrand. Our strategy was to embrace the deep relationship between dog and owner.

We used a fun play on "soul mate" to speak to how connected dog people feel to their pups and went straight to the source for photography, asking current Wisdom Panel users to submit photos of themselves and their dogs, along with their breed results. This brought authenticity to the campaign by leveraging purely user-generated photography for the majority of the social ads.

In addition to this, we created two amazing stop motion pieces with David Emmite Studios. Each video played a different role in the campaign. One is a pre-roll video that gives a fun nod to the “soul mutt” concept, showing owners and their dogs together. We also created a few “how-to” videos for social media that illustrated the functionality of the DNA test. The stop motion paired beautifully with the brand’s logo, an origami dog.

My role was concept, design and video art direction for this campaign.

Copywriter: Leah Henderson. 
Stop Motion: David Emmite

“How-to” Videos:

Pre-roll Video:

Instagram Stories

Social Ads: