2024 Holiday Campaign

Chewy’s biggest challenge each year is the holiday season. It runs close to eight weeks, with a constant flow of offers, deals, and new products, all aimed at creating a memorable experience for pets and pet parents. In 2024, the work spanned thousands of assets. It needed to stay fresh through the entire season and remain clearly on brand.

The idea was to build a system that felt bold because it was simple. We focused on the essentials. That simplicity gave us flexibility and made the system feel modern and easy to use at scale. It also made it practical for the volume we handle. We created a toolkit the team could use across every touchpoint, from brand campaigns to PDP content and email.

Visually, we took inspiration from classic holiday elements like wrapping paper, candy canes, and gift boxes. There is a sense of nostalgia, but with a modern point of view.

Photography played a central role. Pets are always the heroes, and they lead the story. We focused on real, emotional moments, captured up close, with bright and warm lighting, minimal styling, and a touch of magic.

The color system evolved with the season. We started with lighter tones like soft blues and pinks. As urgency increased, especially around Black Friday, the palette shifted to richer, more energetic colors. The system stayed the same, but it worked harder and became more promotional.

Because the design is simple and consistent, it scales easily from calm to high intensity moments without losing its identity.

We also prioritized production efficiency. Much of the work was built using reusable Figma templates, which helped the team move quickly and maintain consistency across thousands of assets.