The video that ran everywhere
Fresh Step needed one product video that could carry the brand everywhere a shopper might meet it: the Amazon product page, our own site, and retailer media that could end up in a social feed. Three placements, three kinds of attention, one cut. I owned it from brief to final edit. The brief started with what a shopper needs to see before she chooses a litter, and I picked two claims out of a much longer list, each one chosen because it answered why people switch, said something the competition wasn’t saying, and had an R&D test behind it: charcoal traps odor particles like a sponge, and it absorbs more moisture for fewer box changes. Then came the part nobody sees: six rounds with legal, trading words they couldn’t defend for words that still sold, until every claim held up on screen with the sound off and on. Every round of edits ran through me. It went live across all three, and the claims held.
