ProDog Raw required a year’s worth of video content to support their campaign to get people to switch to raw dog food (The Rawbellion). For this they needed a core campaign launch piece, as well as lots of other fun bits of content that they could share with viewers on social media.
In total there were 14 different pieces of video content required to line up with calendar events, such as Christmas, Halloween, Olympics, Dog Friday, Rawgust (August) and many more that would be drip-fed throughout the year. They had some ideas, but not a fully realised concept, and wanted us to come up with all of the creative for it.
Working with dogs! There is a misconception that raw dog food only suits certain types of dogs, whereas it’s actually suitable for all breeds. This meant we had to shoot 30+ dogs to ensure that we had as many breeds represented as possible. Casting and working with the dogs was a huge but enjoyable challenge. The dogs weren’t just sitting there, they had to interact, sometimes wear costumes and do a range of challenging things!
We had to be very specific on what dogs we used. Each need to be trained and be accompanied by a trainer. We also had to have a vet on set at all times to ensure that the dogs were happy and not stressed or overworked. All the dogs had done camera work before, in fact one had been on Peaky Blinders.
We prepped everything in advance, so the dogs could come in, do their filming and leave as quickly as possible. The key was choosing the right dogs, the right environment and prepping for success.