Dog parents had a simple ask: “If I’m doing the walk, shouldn’t I get the credit too?” Our first-ever integration with Strava made that possible—seamlessly syncing human and dog activity for the first time inside the Fi app.This wasn’t just a tech update. It was a brand evolution.

We leaned into Strava’s performance-driven ethos and brought it to the dog world—introducing co-logged workouts, shared leaderboards, and movement that mattered on both ends of the leash. I led creative direction across the launch—from naming and messaging to the brand identity and video. The result? A campaign that positioned Fi not just as a pet brand, but a performance brand.

Role: Creative Director