Purina Nutrition, Reframed

Creative Direction, Brand Strategy, Team Leadership

Established the visual direction and narrative approach for a branded film reframing pet nutrition as an emotional story rather than a product message. Working from a functional subject, nutrition and healthy development, the design strategy centred on intimate, human moments of growth: quiet, observational visuals that let care and nourishment read as feeling rather than fact. The result translates a category that's usually spec-driven and clinical into something warm and culturally resonant, without losing the underlying wellness message.