The Challenge: In preparation for the height of tick season, Elanco tasked us with creating a banner ad based on the copy, “Fleas and ticks suck. Stop sucking with Seresto.”

The Solution: It could be as benign as a dinner date reaching too slowly for their wallet. Or as insidious as your brother-in-law crashing on your couch for four months. Nothing sucks more than a freeloader. And no freeloader sucks more than a tick. So we came back with “Freeloaders SUCK.” Then we showed them how much further the idea could go.

Strategy: Ticks are a constant concern for outdoor enthusiasts who hike with their dogs. This is an established market, and a no-brainer opportunity for Seresto.

Strategy: Pet compatibility is notoriously important to online daters. Marketplace is a first stop for supplies. Travelers taking or kenneling their four-leggeds are equally concerned about safety.

These ads micro-target self-identified dog- and cat-owners in select markets.

Strategy: We used Google Trends data to target markets with high concentrations of pet owners, and imagined high-visibility transit ads and CTV placements in vet lobbies.

Strategy: We chose objects for their usefulness to pet owners. (The doghouse sign, well.)

Doors: I mapped the art onto doors with Illustrator’s Mockup tool.

Doghouse: I combined several 3D models, and built the type as a 3D object. I mapped the logo onto the bed and added an inside light to improve visibility.

Frisbee & ball: I mapped the copy onto 3D objects, matched the lighting and camera to the photographs, and added realism in Photoshop.

Strategy: Each object congratulates and reassures pet owners on their decision to use the product.