Purina employs hundreds of experts. People from fields like nutrition, behavior, research and training. It adds up to a lot of knowledge and is one of their biggest assets. We tapped into this often to help answer questions from consumers and tell the brand’s story. Training and bonding with a pet is something we saw a great number of questions about across all social channels.
At Purina Farms we found a trainer with a great story. Tracy Custer is one of a team of trainers that puts on the dog performance shows. She also has 17 dogs who are almost all rescues. Tracy trains and performs with them in agility competitions across the country in addition to her duties at Purina Farms. It was a great way to show the expertise that Purina employs and give people a few tips.
Role: Producer
I developed the idea for this piece and worked on the logistics of the shoot. I wrote the questions for the interview and conducted it. I also worked with our videographer/editor to make sure we got all the shots we needed on location and assisted in the edit.