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Boss Dog Poop Campaign

Boss Dog was on a mission to showcase how pet owners can improve their dogs overall health. They were looking to push this core idea with an ad that calls to their product while simultaneously explaining how this product can make a significant impact with a strong illustration. After working with Boss Dog for years, our proven partnership enabled us to create design choices that allude to Boss Dogs bold nature.

Create an original compelling illustrated advertisement that speaks to Boss Dogs biggest nutritional benefits.

"The digestive health campaign turned out better than I expected and is a very cool visual to summarize our brand messaging. Something I will carry with me in my portfolio for campaigns and be super proud of, thank you!"

Scope

Illustration

At the beginning of the project, it was quickly established that we wanted to focus on our dogs health by understanding the difference between “good poop” vs “bad poop”. We wanted to create an illustration that was simple and got the point across at a quick glance. After seeing our initial sketches, we realized pursuing a portrait orientation was the way to go, with a strong ‘got milk’ like tagline and a solid callout to the Boss Dog brand and its products.

We strayed away from sketches 2 and 3 due to no ‘healthy’ poop being showcased, and this was just as important of a callout as the ‘unhealthy’ poop. Sketch 3 was losing the main focus of the ad, and so we moved forward with sketch 1, refining it all the way to the finished product. Something we wanted to push in the advertisement were the subtleties of bad poop vs good poop, the shifts in hue, the fly to indicate the bad smell, the slightly more yellow grass and stool, and the unsolidified treatment of the bad stool. All of this led to a more contrasted illustration.

Final Results

After several rounds of revisions, we arrived at something that the Boss Dog team was excited to showcase to the world. We made a few iterations to the type treatments, logo placement, and verbiage throughout our ad, making sure we adhered to the Boss Dog Brand Identity. All of these choices led to our final product, an ad that promotes a healthier and happier lifestyle for our furry friends.