Wag!
Ad Campaign concept
Project Overview
When Wag! wanted to attract more gig economy workers, I developed a campaign that reframed dog walking as the side hustle that loves you back. The concept, “What’s Your Side Hustle?”, taps into the rise of freelance work, while celebrating the unique rewards of spending time with dogs.
My Role
Concept Development: Created the “What’s Your Side Hustle?” campaign framework.
Creative Direction: Designed cross-channel creative, from outdoor to digital.
Visual Design: Developed ad mockups for billboard, social, and digital placement.
Campaign Strategy: Extended the concept into experiential activations and merch.
Creative Approach
Big Idea
Use humor and contrast to show how Wag! stacks up against “rough” side hustles.
Position Wag! as not only financially rewarding, but emotionally fulfilling.
Visual System
Bright, bold visuals anchored by the Wag! green.
Split-screen imagery contrasting “traditional” side hustles with joyful Wag! walks.
Dog-first photography with playful typography.
Channels & Applications
Outdoor / Billboards: Big, witty headlines paired with happy dog visuals.
Social Media: Reels, carousel posts, and stories under the theme “Side Hustle Confessions.”
Digital / App Ads: Iconic, simple graphics (e.g., leash as dollar sign).
Experiential Activations: Pop-ups and branded merch for recruitment.
