PetSmart · Get Outside
Jumped in to lead PetSmart’s Summer campaign from start to finish, flexing across art direction, photography, and retouching to make it happen. This project marked the first time we used AI technology to create FPO concept shots for approval — helping us visualize ideas early and build a seamless, fully realized shot list before stepping on set. From developing the concept and shooting the imagery myself to polishing every final detail, I created a bright, cohesive campaign that captured the carefree energy of summer.
Where This Was Featured:
Petsmart.com, Email, Web, In-Store, Paid, Social, OLV
Impact I Made:
Creative Concept, On-Set Direction, Photography, Retouching, AI Workflow Innovation, Production Planning, Cross-Functional Partnership
Photographer: Madison Racz
The Results
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The Results ·
Utilizing AI To Build
A Shotlist:
For this project, I spearheaded the use of AI-generated reference imagery for the first time at PetSmart. I used new AI technology to create visual guides that helped me plan exactly how each shot should look and feel. By generating these early concepts, I was able to get approvals sooner, align the team creatively, and walk onto set with a clear, intentional vision. This process not only streamlined production but also opened the door for how AI could be used across future campaigns.
AI Generated Reference Imagery:
Final Retouched Imagery:
