Petco - VIP Treatment

Petco came to us with an RFP, and I led creative and art direction on our response. The insight was sitting in every pet owner's home: we treat our pets like VIPs.

They get the best seat, the best food, the best of everything, and somewhere along the way the roles flipped.

We're not in charge. They just let us think we are.

The VIP Treatment turned that truth into a world: a French bulldog in pajamas checking into his own hotel, an airport billboard reminding you that rest is part of the itinerary, and an in-store VIP PetLounge that brought the five-star treatment into the store. Built as a repeatable platform across OOH, in-store experiential, and social, every execution carried the same joke and the same promise: every pet is a VIP, and Petco makes the treatment possible.

Creative Direction and Design | 2026