Emily Borst
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All You Need is Raw

Art direction and experiential design for Stella & Chewy’s All You Need Is Raw launch event, an immersive pet art show in Atlanta featuring interactive installations, live art and a national campaign launch.

ALL YOU NEED IS RAW

Art Direction • Experiential Design • Event Production

CLIENT: stella & chewy’s

 

Background

To celebrate Stella & Chewy's first-ever national campaign, All You Need Is Raw, our internal creative team, Offleash, transformed the campaign into a free public launch event for pets and their people in Atlanta.

Hosted at Fetch Park in Buckhead, the event brought the campaign's celebration of raw, unfiltered pets to life through art, interactive experiences and plenty of opportunities for dogs to simply be dogs.

American Advertising Awards · Local
Judge’s Pick & Silver Award — All You Need Is Raw Launch Event, 2023
Gold Award — The Art of Raw Print Piece, 2023

Creative Direction

All You Need Is Raw is rooted in the raw, unconditional love between pets and their people, and the honest, unfiltered nature of pets themselves. We saw a natural connection between that uninhibited expression and art as another form of raw, authentic expression.

That idea became the foundation for an immersive pet art show, transforming Fetch Park into a gallery of pet-centered artwork, large-scale installations and live art experiences.

 

the Experience

Guests explored artwork installations while experiencing creativity happening live, including a photo booth, blind contour portraits, and a muralist painting on-site. To add to the experience, dogs enjoyed premium raw treats and branded giveaways, and the bar featured a dog-inspired drink menu for the pet parents.

I also concepted and designed a gallery guide featuring information about the artwork and artists, packaged with art-inspired postcards, stickers and a poster for guests to take home.

 

My Role

Art Direction • Event Collateral • Environmental Graphics • Advertising • Print Design • Production • Vendor Collaboration • On-Site Execution
I collaborated with printers and fabricators to bring the physical pieces to life and was on-site for installation, troubleshooting and event execution.

Impact

The launch extended far beyond the event itself through influencer, social and national media coverage, including a partnership with event guest, Christina Ricci. The campaign generated 93 media placements and 711.9M impressions, while Ricci's social content reached 5M people and the influencer campaign exceeded its organic reach goal by 37%.

Work done at Stella & Chewys
Event photos & video provided by Stella & Chewy’s; Print photos by Tom Smith