Petcare brand VCA is behind this online comedy series about L.A. pets

Branded content project by Observatory is running on Refinery29

Published On
Aug 08, 2019

Editor's Pick

Pet healthcare company VCA, which was recently acquired by Mars, is behind a new branded content series running on Refinery 29 that puts the spotlight on rescue animals and their owners in Los Angeles. 

Each episode of "Pet Friendly" follows the heartwarming stories of veterinarian Dr. Sally and the adopted pets and families she cares for, with some charming comedic touches. The first episode is about a dog "influencer" named Pepper, whose life begins to spin out of control as he becomes an internet sensation. The second episode, “Rocky,” is a story about a shaggy canine who bridges the gap between a single dad and his teenage daughter, while the third and final episode, “Tonya,” tells the tale of a stray cat breathing new life into a stale marriage.

The series was created by Observatory and directed by Whitney Cummings. Tony Fur, the (appropriately named) co-chief creative officer at Observatory, says: “Working alongside Whitney Cummings, Observatory developed the comedic series as an entertainment property, not a brand spot, and found the perfect partner in Refinery 29 whose audience of young women aligns perfectly with VCA’s."

Credits

Date
Aug 08, 2019
Client :
VCA Animal Hospitals
Agency :
Observatory
Co-Founder :
Bob Antin
Co-Founder :
Neil Tauber
Co-Founder :
Art Antin
VP Social Responsibility and Innovation :
Brandon Antin
Director of Marketing Operations :
Greg Fiore
Brand Marketing Manager :
Paige Antin
Consultant :
Siena Tauber
Consultant :
Elyse Antin
Consultant :
Chelsea Antin
Chief Creative Officer :
Tony Fur
Creative Director :
Joseph Saroufim
Senior Producer :
Carly Allen
Senior Art Director :
Bianca Pettinicchi
Copywriter :
Charlie Long
Designer :
Maddie Avjean
Brand Director :
Sarah Donze
Senior Brand Executive :
Samantha Oto
Creative Services Manager :
Julie Reizes
Production Company :
Caviar
Director :
Whitney Cummings
Editorial Company :
Loom
Editorial Producer :
Terry Huynh
Editor :
Jack Price
Editor :
Daniel Flesher
Music :
Kevin Blumenfeld
Sound Mixer/Engineer :
Wouter van Herwerden
Audio :
Margarita Mix Hollywood

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Project Type