Making healthy feel simple.
And full of personality.
Healthy Made Simple.
A clear promise. A playful world.
Chewy created Get Real to simplify a fresh food category that could feel confusing and inconvenient. The brief was to bring its promise, “Healthy Made Simple,” to life through clear product stories and the joy of a well-fed dog.
As Senior Art Director for Chewy Studios, I partnered with the Private Brands Senior Art Director and Creative Director to develop the launch photography. My role spanned concept development with design and copy, on-set art direction, and direction through post production.
Working with designers and a copywriter, I helped translate marketing’s reasons to buy into ideas for imagery and messaging. We developed photography and copy together, pairing the product’s simple ingredients, convenience, and flexibility with actions, props, and compositions that made those benefits tangible.
I proposed photographing individual ingredients falling through the air. The idea made the recipe’s simplicity visible while adding energy, abundance, and a little delight to the food story.
I suggested expressive ways for models to hold the packs, connecting the ease of feeding with the brand’s personality.
I introduced product knolling to turn the recipe range into bold, organized displays. Carefully arranged packs gave the team a graphic way to show variety and build different layouts.
I shaped the pet mix, set construction, actions, and props around the concepts we developed. On set and through post production, I directed how those ideas came together, balancing clear product storytelling with expressive, playful moments.
The resulting imagery supported the Get Real launch and continued advertising for a year after launch. Across pets, products, and ingredients, the work gave the team a range of visual stories to draw from as the campaign evolved.
Studio photography art direction
Hunter Moon, Senior Art Director
Created in partnership with the Private Brands Senior Art Director, Creative Director, design and copy teams, and Chewy Studios.
Concept development · On-set art direction · Post-production direction