PURINA WE’RE ANIMAL PEOPLE

When I first started at Battery the very first project I was put on was this. The challenge? Get a 130+ year old brand that has never had a rebrand in almost 20 years to reposition themselves for the 21st century with a total tonal and visual refresh. We worked very close with the design house Kuya to bring the visual language where we drew everything from Nike to Bruce Beresford 1983 Country Western movie Tender Mercies as inspiration.

For 9 months alongside Chris Gilbert we worked tirelessly to bring this to life. We travelled all over the U.S. for the campaign shooting real people with their animals and capturing a slice of their lives, revisions, creative explorations to communicate clearly the central idea that Purina ultimately has been around for this long producing the best feed for animals because when you love an animal that love is deeper than words because... We're Animal People.

PURINA WE’RE ANIMAL PEOPLE

I was briefed on this on my first week at Battery and a year later seeing it come to life was the most fulfilling experience. The challenge? How to refresh a 130+ year old brand that has not done any true 360 campaign in almost 20 years around this new brand platform that was sold in a few weeks before I started. We worked very close to the design agency Kuya and threw every visual reference on the wall from Nike to Bruce Beresford 1983 movie Tender Mercies in order to create the visual world of We're Animal People. Myself, Chris Gilbert, our producer and awesome team alongside the production company Bimarian went everywhere from Denton, Texas to Kentucky and then Palm Springs to capture real slice of life and show how farmers, ranchers, horse riders and your next door neighbor will feed their animals with Purina because they like us are animal people.

And here to begin with our films starting with the anthem...

Animal People love the land so we also got to make this piece Grassheads…

And here is some social… what do chickens think? Also as a side note our colorist was the colorist of Mad Max Fury Road. Yeah, we got the Tom Hardy treatment.