Taylor Myers

While the ASPCA is already a very established foundation, ASPCA Pet Health Insurance channels the opposite of those Sarah Mclaughlin-crying-puppies commercials. We want you to be happy your pet can have the protection they deserve.

This was a campaign launched in 2018 that included video ads, print material, digital ads, and veterinary material. This was also the first instance we used our mascots: Bones (dog) and Anchovy (cat). A lot of pet insurance marketing looks similar to one another so having these illustrations gives us our own identity in the competitive space.

This initial educational video took 2 months to build and it one of my proudest accomplishments. Having little production knowledge and no animation knowledge I was able to put this together and learn so much about video editing and After Effects. From this, I made shorter ads to be presented on YouTube. These are also used in the veterinary and partner spaces.

Growth in the digital ad space leaves a lot of room for personalization. We are able to target our audience based on what kind of breed of pet they have, their location, their job, even their interests. This Halloween campaign was breed specific and was a lot of fun to make! This was a quick turnaround project so I was responsible for the photos, illustrations, and copy– no time for collaboration.