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Pets · Full campaign

ARM & HAMMER

A cleaner litter routine, approved by the household’s toughest critic.

Meeko stepping out of a pink litter box beside ARM & HAMMER litter
Starring Meeko, obviously.

The goal

Useful proof.
Zero sterile demos.

Make everyday litter care feel simple and believable while clearly demonstrating two products inside Meeko’s real routine.

I built the campaign around an actual cat-parent problem: keeping the litter box fresh without making the content feel like an infomercial. Warm lifestyle imagery, clear how-to moments, and Meeko’s judgmental supervision kept it practical, polished, and unmistakably pet-led.

The campaign media

Real routine.
Very real opinions.

Product story · UGC
Routine demo · UGC

Campaign photography

Clean, warm, and
cat supervised.

Meeko stepping out of a pink litter box beside ARM & HAMMER litter
Meeko posing with ARM & HAMMER litter and odor control products
ARM & HAMMER products styled beside a pink litter box
ARM & HAMMER Cat Sense odor control granules in warm window light
ARM & HAMMER Cat Sense held beside Meeko and the litter box
Meeko inspecting ARM & HAMMER litter in a pink litter box
Fresh litter being scooped after using ARM & HAMMER products

Deliverables

Short-form UGC videosProduct demonstrationLifestyle photographyCat-led storytelling

Have a product with a real-life story?

Let’s make it useful,
beautiful, and believable.

Start a project