For Amazon Pets’ annual Halloween Costume Event, we brought #AmazonPetifying to life by channeling 90s nostalgia and over-the-top spooky energy into a playful, social-first campaign. We built #AmazonPetifying as a full-funnel commercial and costume contest that ran across the entire month of October. The integrated campaign lived across multiple platforms as paid, earned, and owned media, inviting pet parents to dress up their animals, post their looks, and participate in a season-long celebration of spooky, ridiculous pet joy.

Leaning into 90s Halloween nostalgia, campy practical effects, and over-the-top party vibes, we designed a world where pets were the main characters, and the internet became their stage. The creative system was built for scale: cinematic hero film, targeted cutdowns, social extensions, and interactive contest prompts that responded to and amplified people who posted their pets in costume, turning UGC into a core part of the story.

As Creative Director and Video Director, I led the end-to-end concept, visual language, and production approach to make the campaign both inventive and integrated. From shaping the full-funnel strategy and contest mechanic to directing on set and guiding how content showed up across platforms, I ensured every touchpoint felt cohesive, interactive, and unmistakably #AmazonPetifying.