pet activation campaign
2026
MY ROLE
art director, designer, animator
With over 74 million pet households in the US alone, shedding, spilled food, and dirty pawprints are a daily problem. This global, always-on campaign is intended to capture pet owners through paid media and drive them to purchase the Roomba Max 715 Vac Robot on the website.
paid media strategy
Various visual assets were created for paid social and display/programmatic banner ads. These ads had one job: resonate with pet lovers and drive them to the website.
Applying key learnings from consumer research, I art directed the visuals for Awareness, Consideration, and Conversion marketing funnels from the strategic concepts determined by the lead art director. My teammates took these concepts and produced over 200 assets (static, video, and HTML) to meet all deliverable needs.
Many resizes and file uploads later, I constructed the toolkit to house all of these assets to be shared globally with our regional teams across North America and EMEA.
paid media strategy
Various visual assets were created for paid social and display/programmatic banner ads. These ads had one job: resonate with pet lovers and drive them to the website.
Applying key learnings from consumer research, I art directed creative concepts for Awareness, Consideration, and Conversion marketing funnels. My teammates took these concepts and produced over 200 assets (static, video, and HTML) to meet all deliverable needs.
Many resizes and file uploads later, I constructed the toolkit to house all of these assets to be shared globally with our regional teams across North America and EMEA.
AWARENESS ADS
This creative heavily leaned into UGC, showing real-life homes of our real-life customers and their pets.
Display and HTML banner ads used a graphic-style approach. Each concept was made to feel light-hearted and playful, showing Roomba cleaning pet messes and avoiding obstacles.
These assets were intended to promote brand reach, rather than a specific product model.
CONSIDERATION ADS
While the paid social creative for this funnel also led with UGC videos and static images, these assets dove deeper into cleaning proofs and the chaotic pet messes Roomba can tackle. A graphic treatment was used to differentiate from the full bleed Awareness assets.
The Display and HTML banners also showcase more of a cleaning proof through graphics and animations.
These assets focused on the promotion of the Roomba Max 715 Vac Robot.
CONVERSION ADS
These assets, for both paid social and html/display banners, utilized graphic styles to clearly visualize specific product features of the Roomba Max 715 Vac Robot, and highlight promo savings.
The goal for these visuals were to drive viewers to the website to directly purchase the product.
pet landing page
This is where the hundreds of brand awareness paid media assets led users to. The goal of this evergreen page is to educate viewers about why Roomba is the perfect helper to keep up with stubborn pet hair and pet messes.
I designed the page, animated banners, and repurposed existing imagery to make the visual journey engaging and impactful.
The consideration and conversion paid media assets led users to the Roomba Max 715 Vac’s product display page.
pet landing page
This is where the hundreds of brand awareness paid media assets led users to. The goal of this evergreen page is to educate viewers about why Roomba is the perfect helper to keep up with stubborn pet hair and pet messes.
I designed the page, animated banners, and repurposed existing imagery to make the visual journey engaging and impactful.
The consideration and conversion paid media assets led users to the Roomba Max 715 Vac’s product display page.
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Nichole Lanney | Creative Strategy
Me | Art Direction
Leah Andriotis + Annie Colella | Copy
Majestia Puryear | HTML Animator
Marina Kondo | Production Designer
Jill Mercer | Production Designer
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Leah Andriotis | Project Manager, Strategist, Copy
Me | Page Design, Animator, Visuals