Merry Woofmas
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Merry Woofmas is a multi-channel seasonal campaign for Miguitas Pet Treats focused on strengthening brand positioning, increasing holiday visibility, and reinforcing pets as essential members of the family through cohesive visual storytelling across packaging, social media, and video. A highlight of the exploration phase was creating a custom “Merry” lettering using a handcrafted cord texture, carefully built piece by piece in Photoshop to achieve a natural, tactile feel that reinforced the warmth and handmade spirit of the campaign.
I took the photos with a Canon 60D for use on social media and the website. These designs were used both online and in print during December 2022.
Client: Miguitas Pet Treats
Role: Art Direction and Designer
Technique: Digital Design
Additional Credits: Design + Art Production, Photography, Social Media Strategy and videos: Andrea Guevara.
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Merry Woofmas was a holiday campaign developed for Miguitas Pet Treats to reinforce the emotional positioning of pets as important members of the family. The campaign invited pet owners to celebrate their dogs with special turkey treats, festive accessories, and seasonal moments. Deliverables included a key visual system, refreshed product labels, seasonal packaging assets, Instagram content, short-form video, and a holiday catalog.
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The exploration phase focused on understanding how families emotionally include their pets in holiday traditions and purchasing behaviors related to seasonal celebrations. Visual research examined festive color palettes, food styling, pet photography, and high-performing + trendy social media content within the pet and lifestyle space. One of the most rewarding parts of the exploration phase was experimenting with the custom lettering for “Merry.” I built the cord texture manually in Photoshop, placing each piece individually to achieve a natural, handcrafted feel. Although the process was time-intensive, I honestly love the result!
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The approach combined joyful storytelling with clear brand communication. A flexible visual system was created using a mix of stock photography and original video content featuring dogs to evoke warmth and authenticity. Packaging elements were refreshed to reflect the seasonal identity, while social and video assets were designed to maximize engagement. Every touchpoint reinforced the idea of celebrating pets as family while maintaining strong product clarity and brand consistency.
VIDEO DESIGN
Click on images to play videos!
“For video editing, my favorite app is After Effects!”
GOOGLE ADS CAMPAIGN
RESULTS:
Seeing the campaign contribute to product sell-outs and increased brand visibility was incredibly rewarding. A supporting Google campaign focused on brand awareness amplified reach and helped position Miguitas as a leading brand in holiday-themed turkey cakes and treats. While the ads directed traffic to the website for purchase, the true goal was long-term positioning. The results exceeded expectations, strengthening overall marketing performance, and the positive feedback from the owner made the experience even more meaningful.
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One of the most valuable lessons from this project was learning how creative constraints can drive innovation. With limited budget and resources, I leaned into what was immediately available, recording content using my phone for video and my personal camera for photography and my dogs and client’s dog as models. These limitations pushed me to think resourcefully, move quickly, and maximize every asset. Most importantly, the process was incredibly fun, and we successfully met the campaign goals.