AMAZON PETS

Creative Director, Video Director

Agency: Movement Strategy

For #AmazonPetifying, we channeled our inner 90s kid and created a nostalgic, ghouly, over-the-top halloween commercial. Filled with 90s tropes, the campaign invited pet lovers to participate in a pet-costume-contest and purchase holiday favorites with Amazon Pets.

INSIGHTS

1- Build Nostalgics Worlds

During Holidays we participate in celebration rituals and share nostalgic moments from childhood. Halloween is a celebration where we build worlds and assume characters.

2- Reminisce and Share

As Humans on the internet, we love to relive and rediscover the best memories from our past. We also want to re-create these moments and share. We are drawn to content that is deeply relatable, cathartic, and incites us to take action in our own life.

3- Pets Awaken the Inner Child

As pet owners, we want to re-create our childhood magic to share with our furr babies.

AMAZON PETRIFIYING

Millennials love 4 things: Amazon, Their Pets, Pet Videos and The 90s

BRIEF

Promote Amazon Pets’ annual Halloween Costume Event with a playful campaign that encouraged our audience to engage with the brand directly.

CREATIVE STRATEGY

A full-funnel approach designed to build momentum before, during, and after the event—using awareness content, UGC contest engagement, and shoppable posts to guide audiences from buzz to purchase.

EXECUTION

Leaning into 90s Halloween nostalgia, the work blended campy party scenes, practical effects, and collage-style edits to create a quirky, shareable energy that celebrated pets as the true stars of the season.

Instagram Stories and Tik-Tok

Social first content


How Its Made


Campaign Branding

For the branding and campaign graphics, we drew inspiration from 90s Nickelodeon halloween specials, fast food branding, and book covers like Goosebumps.

Credit Due

AMAZON:

Amazon Pets:

Lead: Adrian Gaitan

Manager: Stephanie Wright

MOVEMENT STRATEGY:

Account: Elizabeth Bassett, Cole Cradduck

Account: Elizabeth Bassett, Cole Cradduck

PM: Rachael Brandon

Producer: Nathan Laguardia

Strategy: Diana Jannuzzi

Art Director: Christina Henderson

Copy: Manjari Doxey

Design: Seyeon Thompson

Movement Social: Carly Simon, Jasmyne Johnson

Director: Annalise Yuri Murphy

Edit + Animation: Taylor Kenney

AD: Lionel Cineas

DP: Xavi Portillo

1stAC: Godfred Sedano

2ndAC: Kevin Marquez

Gaffer: Carl Knight

Lighting Design: Nightmind, Michael Potvin

Production Design: Jeremy Derbyshire-Myles

Art / Set Decorating: Aniza Iñiguez

Art PA: E Stelle

PA: Bertus Regis

Studio: Be Electric

HOT BTS


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