At 200 mph, design has one job: Be seen. Instantly.
While Design Director at TBWAChiatDay, a separate team created a new look and feel for the Pedigree brand across TV, OOH, digital, and print. Then that system had to hit the track. The NASCAR program rotated between Mars brands, Snickers, M&M's, and Combos, each taking over the car. For Pedigree, the challenge was simple: Take that clean new brand system and make it work at 200 mph. Same DNA. Different battlefield. The result was a NASCAR livery and racing suit built for speed, high contrast, clear hierarchy, zero noise. The images of the dogs photographed by Josh Withers, brought the brand to life in a way that could cut through the chaos. And then the surprise — die-cast collectible cars. Holding a miniature version of something designed for the track… a different kind of validation. Dogs Rule.