The work

Pet care runs on sameness: golden retrievers running in parks, clinical claims, functional product shots. Collagenie wasn't just a new product, it was the world's first certified organic collagen for pets. We didn't need to improve the pet supplement standard, we needed to set one, which meant building awareness for a category that didn't yet exist. The chosen platform: 'where magic meets science.' Built as a world you'd want to visit rather than a product you'd scroll past, the same way The Ordinary, SKIMS, MECCA and Gentle Monster have built worlds instead of just shelves. Lab-coated 'Colla-genie' scientists became the cast, styled for a beauty shoot. Dr Kate Adams led the cast alongside them: a Bondi vet with the science to back the claims and a Real Housewives of Sydney profile the audience already knew before she said a word about collagen. The platform needed a body before it needed a media plan: a full brand refresh, hero shoot and new website, doing three jobs at once, awareness, aspiration and product familiarity, shot with the polish of a beauty campaign rather than a vet brochure. Modern colour, premium dog and cat photography, and movement everywhere, pets caught mid-jump, mid-run, mid-play, made the case for mobility before a single word did. Mobility, joints, skin and coat turned into fun, abstract benefits told in beauty-wellness language, luxe and considered rather than clinical. Mission-led underneath, boujee, intelligent, passionate and fun on the surface: magic meets science in every frame. Then the rollout followed the platform, not the other way round: PR boxes seeded to 100+ pet owners, a park takeover for the Ball Drop reveal, and hero influencers like It's Alfie and Me carrying it through paid and owned. The Wellness Lounge in Bondi took the platform one final step, turning it into something the community could show up and engage with.