Zack Barangan

What happens when dogs write the reviews?
To launch Greenies Smart Essentials an all-new line of dog food from the treat brand pet parents already trust. The ask: create a fun, brand-right campaign that introduces the new line in an innovative way on Amazon.

The idea: If dogs are the real customers, their opinions should lead the way. Dog parents choose food with intention often mirroring the healthy, premium choices they’d make for themselves. But the real “taste test” comes down to how the dog reacts: tail wags, bowl licks, butt wiggles. That insight led to the idea: what if we empowered dogs to write reviews?

The work: Introducing the Greenies Dog Interpreter
We built a first-of-its-kind Amazon experience that used real-time generative AI and Amazon Bedrock + Rekognition tech to turn dogs’ reactions into reviews. Pet parents could scan their dogs in the Amazon app as they ate Greenies Smart Essentials and watch as those tail wags translated into glowing, tongue-in-cheek testimonials.

We brought the reviews to life across Amazon-owned touchpoints from custom Brand Store video content and Prime Video placements to audio ads and OLVs featuring our very best canine critics.

The results:

118% lift in daily traffic to the Greenies Brand Store

50% of Greenies Main Meal shoppers were new to the brand

$7.2M in incremental revenue through Brand Innovation Lab in the US

My role: Creative direction, on-set direction, digital and social creative

What can you do with 2 months free of the Peloton App? For the New Year’s 2022 Campaign, we told that story through the eyes of one woman who went from reluctant to dedicated in 60 days. This campaign exceeded target app trialers with a below-benchmark customer acquisition cost.

My role: creative direction, on-set direction, digital and social creative

To kick of 2021, Equinox needed a way to express that their offering had evolved into an digital, omni-channel experience.

Our hero video showed Olympic fencer Miles Chamley-Watson going inward to access his training in order to conquer his foes, representing a digital space where you can access all your information, training and skills.

The stills and film from this campaign were used in OOH, digital and social.

My role: scriptwriting, digital and social creative

The new Equinox+ app brought together the physical and digital together for a truly unparalleled experience. We created this campaign to create a launch moment that matched the magnitude of this app.

My role: script-writing, creative direction, post-production

In the second installment of Equinox’s Welcome Forward campaign, we were charged with creating a lifestyle film that showed the breadth of the offering, both in-club and digital.

We told the story of Dr. Daisy Robinton, a molecular biologist and athlete as she chases vitality and balance through her day.

The stills and film from this campaign were used in OOH, digital and social.

My role: ideation, scriptwriting, on-set creative direction, post-production creative direction.

Equinox as brand means a lot to the LGBTQ+ community, so we were challenged with creating a campaign that avoided the rainbow washing that plagues so many Pride activations.

We chose to tell the story of Dashaun Wesley, host of HBO’s Legendary and legend of the ballroom scene. We created this film and tapped Dashaun to teach an exclusive voguing class on Equinox+.

My role: ideation, scriptwriting, on-set creative direction, post-production creative direction.

How do you get stubborn New Yorkers to change their minds about ranch on pizza? Get RDCWorld1 creators Mark Phillips and Leland Manigo on the job.

My role: On-set creative direction, ideation, post-edit

Made a famous drink more famous by telling the stories of those who never stop and never settle across their social channels.

My role: ideation, copywriting, on-set creative production