For the second launch, I stepped in as a hands-on Art Director to bring Nate + Jeremiah’s sophisticated aesthetic to PetSmart’s biggest sellers: the dog and cat categories. I traveled to NYC to co-lead the shoot, partnering closely with my Creative Director to bridge the gap between "pet store" and "luxury home".

I didn't just stay behind the monitor; I was deep in the details; from conceptualizing the visual direction and styling the sets to physically building out the environments. We ditched the typical, stiff studio look for warm, lived-in spaces that felt authentic and aspirational. By treating these pet essentials as high-end decor, we successfully pushed the brand into a more elevated design market and saw incredible engagement from pet parents who crave style without compromise.