TAILS.COM / NEVER AVERAGE

No two dogs are the same, so why feed them like they are?

I creative directed and led the launch of Tails.com’s new creative and visual brand platform, Never Average. The platform repositioned the custom dog food brand as champions of dog individuality in a category crowded with same-same messaging.

Created in collaboration with the brilliant team at Mother Design.

To launch the idea, we built a campaign starring the UK’s most “average” dog, a yellow Labrador, to show that even when dogs look alike, each one has a personality, quirks, and nutritional needs all their own.

Beautifully brought to life by director Max Siedentopf. A real treat.