The Challenge
PetSmart needed to reach and engage 65,000+ associates across thousands of locations with consistent, high-quality video content — monthly. From corporate updates to brand education to grooming technique training, every piece needed to inform, inspire, and reflect PetSmart’s culture.
Monthly Associate Engagement Videos (2016–2023)
“What You Need to Know This Month” — we produced monthly video programs featuring professionally shot narrators in studio lighting with green screen backgrounds that allowed fabulous motion graphics and enhancements. Content ranged from holiday specials and product and brand introductions to policy changes and company milestones. Each video was crafted to feel current, professional, and authentically PetSmart.
Proprietary Brand Videos
We produced publicly displayed videos for PetSmart’s private label brands — Top Paw, Authority, Only Natural Pet, Nate & Jeremiah, Viva la Kitty, and Simply Nourish. Each brand required its own visual identity and messaging approach, while staying within PetSmart’s overall brand architecture.
Associate Focus: Grooming Training Series
An award-winning training video series for PetSmart’s grooming professionals — one of the company’s core revenue streams. Multi-angle camera setups captured detailed techniques from professional, award-winning guest groomers doing complete pet grooms, followed by roundtable discussions providing context and education. These videos became a key part of PetSmart’s grooming certification program.
Surveys, Contests & Engagement Campaigns
Beyond video, we designed and executed associate engagement campaigns — surveys to gather feedback, contests to drive participation, and integrated campaigns that connected digital content with in-store experiences.
The Result
A seven-year content partnership that became essential infrastructure for PetSmart’s internal communications. Consistent quality, reliable delivery, and content that associates actually watched and engaged with.