Meta “Reels Race” 2023
A race to gain learnings about Reels specific, paid-social.
Selected for Meta’s “Reels Race,” Purina tested creative variations to measure brand awareness. I was responsible for concepting, filming, editing, and final delivery. One piece featured a Purina Professional filmed on campus with an iPhone and gimbal, while the second used employee-submitted puppy footage to align with native platform trends and connect emotionally with audiences. Post-campaign learnings showed the trend-driven, storytelling piece outperformed the branding-first approach in resonance and brand goals.