While working at Wellness, the team identified a significant need to create videos for our individual brands to feature on various retailer and e-commerce sites. This need became apparent when we learned that our product listings were being penalized due to a lack of video content. My role was to develop a solution that would work across multiple sub-brands while remaining resource-efficient. As the sole designer handling video, I aimed to create a visually compelling video structure that effectively showcased product benefits and packaging while being easy to adapt and edit quickly for use across various sub-brands.

My solution was to develop a dynamic video using a combination of animation, renderings, and b-roll footage. By utilizing Adobe Illustrator and After Effects, I ensured that files could be easily duplicated, with colors, renderings, and text modified without the need to reanimate an entirely new video.

The results were highly effective. I initially created the video for CORE, producing two 30-second videos highlighting the Wholesome Grain and Grain-Free lines. Later, I adapted the video to showcase both Dog and Cat Complete Health. Additionally I created 15-second versions to serve as additional online advertising assets.

These videos were designed not only for product PDP pages across various retailers but also for use on YouTube, the company website, and major trade shows such as Global Pet Expo and SuperZoo.

I believe it’s crucial for videos like these to be engaging and dynamic while also being designed for versatility. They should be easily adaptable to different needs—whether repurposed for another sub-brand or updated to reflect changes in brand messaging.