The Ask: Make pet healthcare feel less intimidating through seasonal campaigns, wellness initiatives, YouTube content, and in-person events.

My Role: Senior Copywriter. I developed campaign concepts, wrote scripts and messaging, collaborated with designers and producers, selected VO talent, directed voiceover sessions, and helped shape the overall tone through music and audio direction.

The Deliverables: OOH, Paid Social, Organic Social, CRM, Print, Digital, YouTube Content

The Spin: Pet healthcare is stressful enough. We didn't need to make it scarier. Instead of leaning into fear, we focused on optimism, humor, and action. Whether we were talking about wellness exams, ticks, or #2s, we used the language pet parents actually use and paired it with playful, approachable (yes, that includes corgi butts) creative that made even awkward topics easier to talk about.

The Outcome: The healthcare business continued to grow while campaigns like January Wellness proved successful enough to return in future seasons. More importantly, we helped establish a healthcare voice that felt as warm and approachable as the rest of the Chewy brand.

My Team: ‍ ‍

  • Executive Creative Director: Josh Reese

  • Associate Creative Director: Molly Monchgesang

  • Senior Graphic Designer: Andres Ballesteros

  • Art Director: Caitlin Caruson

  • Art Director: Noel Monzo

January Wellness: A PSA to get pet parents to stop putting their pet’s health on the back burner. Our cheeky campaign tackled the excuses head-on, turning “I’ll do it later” into a reason to act now. 🍑 🍑

Winter Pain: No one likes seeing their pet in pain. Instead of dwelling on the problem, we flipped it and focused on the joy pets feel after getting the needed care. Positive, relatable, and featuring a face only a pet parent could love.

Behind the Breed: We concepted and launched a YouTube series exploring what it takes to care for every kind of pup. The goal wasn’t to sell—it was to make Chewy a trusted source for pet knowledge.

Even More Campaigns: Over three years, I worked across a wide range of seasonal campaigns and product launches. From anxious owners to allergic pets, there were a lot of topics to tackle, but the same goal: helping pets live happier, healthier lives.