Pro Plan Megabrand
Purina Pro Plan is a leader in the super premium pet food category. Developed with expert veterinarians & nutritionists, it harnesses the power of science to deliver exceptional health benefits for your pet. Purina's challenge to AFG was to merge Pro Plan's two very distinct sub-brands, Pro Plan Dog and Pro Plan Cat, under one unified Pro Plan 'Megabrand' look, feel and voice. This huge project required a 300 shot library, brand guidelines, and both digital and print executions.
The concept behind the photoshoot was to catch the animals in the moment just before action. This enabled two things. One, we could still keep the animals looking poised, proud and alert. Two, we could avoid some of the cliches of pet photography (such as open-mouthed, energetic animals leaping through the air) which wouldn't show off the animals in a particularly premium light.