April 23rd is National Lost Dog Awareness Day—spotlighting the fact that 1 in 3 dogs go missing in their lifetime. For Fi, a brand built to prevent that, it was a moment we couldn’t ignore.

We flipped the script—reimagining lost dog posters with a twist: the dogs weren’t lost. They were safe, thanks to Fi. Posted around NYC dog parks and high-foot-traffic areas, the familiar format drew people in—then hit them with peace of mind. A low-cost, high-impact activation that delivered emotional punch and brand relevance, right where dog parents live.

Role: Associate Creative Director