TAILS.COM | Storytelling

From full campaigns to single frames — it’s all about the idea.

When I started at Tails.com the creative communicated just two things- dogs and dog food. It had no story, it never started a conversation. And as such it was all too easy to scroll past.

That’s why I introduced ‘Creative Concepting’ to the team and the business, redefining briefing culture to ensure every execution linked back to a single brand truth.

Involved:

• Redefining briefing: The What, The Why, The Who

• Teaching the creative team how to concept

• Selling this new process into the business

The results spoke for themsleves- average of 4x uplift in engagement for projects where we used this new approach. Plus a new body of work that the creative team were proud of.