CLIENT : NICKELODEON

Mission: Everyday hero.

Campaigns / Social Engagement

Pedigree and Nickelodeon launched Mission: Everyday Hero , a nationwide search to recognize the good that dogs do for their families and allow fans to transform their hero pup into an honorary member of PAW Patrol. For two consecutive years, Nickelodeon engaged us to produce a series of short videos to promote this initiative, while telling some wildly imaginative tales of canine heroism.

The Challenge

Bringing fantastical situations to life in a real world setting within budget presented challenges of its own, especially when our star needed to be a loveable canine. Some out of the box thinking was required and the team settled on stop motion as the most feasible method of bringing our stories to life.

The Work

After commissioning a highly realistic, poseable dog as our central star, we conceived and produced the video series utilizing stop motion animation techniques, puppetry, costumes and physical sets. This allowed us to ground the surreal situations and concepts in everyday reality, while creating a charming and quirky aesthetic appeal.

Digital Videos & TV Spots

In six separate video stories we see our hero pet overcome a variety of perils and challenges, inspired by Paw Patrol characters and always fueled by his favorite Pedigree breakfast, of course. Augmenting the social campaign, a series of TV spots were created using edits of the video stories combined with additional VO and graphics to drive traffic to the campaign web page.