Spot & Tango
meet
Ophelia & Company

02

Dear Mike and Team,

Thank you for the opportunity to pitch on such an exciting brief. As pet parents we understand the challenges of keeping our best friends healthy while balancing convenience at the same time. A ready-to-serve meal that they love, can stay in the pantry, and extends their life is the holy grail of pet food.

Taking care of them is a full-time job. At least, that's how we feel; that's how we came up with the name Ophelia & Company. You see, Ophelia is a cat, and everything we do is to serve her. Our CEO (cat executive officer). She's not easily entertained, nor easily satiated, and is very picky when it comes to hiring new talent. In fact, we think her best qualities are what define our studio: agility, flexibility, curiosity, and an ability to always land on her feet.

We hope you enjoy our proposal as much as we enjoyed making it.

Thank you,
Ophelia & Company

03

A self-aware UnKibble.

Tasteful humor and distinct personality in messaging to differentiate from competitors. Inspired by cultural trends and crafted storytelling. A self-aware positioning of UnKibble within the greater dog food market.

04

contents.

I the read

01 the opportunity 05 healthy, convenient, universally cool and self-aware.
02 the category 06 what the room looks like. And the lane that's open.
03 what makes unkibble unique 07 three things to build on.

II the work

04 concept dna 09 four locked rules across every spot.
05 the tell 10 split-screen tail-wag.
06 inside every piece 11 product-led / surreal.
07 the poker game 12 wild card · cultural.

III the proof

08 timeline 14 shoot mid-july. air september.
09 receipts 15–16 barilla. casting, ahs/mpas, rehearsals.
10 the shape of next 17 choose the direction.

05

Healthy. Convenient. Universally cool.

UnKibble has the chance to dominate public perception as the dog food of choice. The perfect combination of healthy, convenient, and cool, made for an audience that wants to be treated as smart buyers, not pulled by emotional hooks.

06

You don't play like the other dogs.

You're cinematic enough to feel premium, clear enough to establish trust.

Five brands shape the category. None of them own the lane UnKibble belongs in.

Brand	What they own on TV	The gap we see
The Farmer's Dog	Joy, devotion, soundtrack-led. $100M+/yr spend.	Light on product.
Ollie	Pop-cultural cool. Minogue, devotional aesthetic.	Acquired by Agrolimen. Vulnerable on identity.
Dr Marty	Performance-led. Direct response.	Cheap, uninspired, uniform.
Blue Buffalo	Cinematic everyday. Premium-mass.	Owns accessible-cinematic; light on craft.
Pedigree	Heritage, mass-market. The default.	Generic. The lane every premium brand defines itself against.

Nobody owns the middle.
Cinematic enough to feel premium. Structured enough to actually sell.

07

UnKibble's Unique qualities.

01 Tasty morsels

UnKibble looks like food.

Not anonymous brown shapes. FreshDry™ leaves the ingredients legible. That visual is more than a benefit. It's the most under-leveraged recognition device in the category.

02 · the blue

Spot & Tango blue is inviting.

A strong base for user recognition. Treat it as the brand's spatial signature. Like Tiffany blue or Hermès orange.

03 · the customer

Modern, clear, respectful.

Spot & Tango is the rare brand that treats their customers as smart buyers. Modern brand identity and clear metrics show care and respect. The campaign should hold that line.

Premium honesty.
Real food in plain sight.

08

act two

Three concepts.
One campaign DNA.

09

Concept DNA.

01 · the blue

Spot & Tango blue is the hero.

Across every spot. The blue establishes user recognition before anything else. A wall, a bowl, a backdrop, a sky-card.

02 · the product close-up

UnKibble in plain sight. Mandatory.

Every spot has a non-negotiable beat where the product is the camera's subject. Legible, real, in macro. "

03 · signature motion + sound

A coherent identity across spots.

Same transition language. Same sting. Same end-card mechanic. The campaign sounds like itself before it looks like itself.

04 · the cta

End with "learn more," not "buy now."

Establishes credibility and confidence. Treats the viewer as a smart buyer. Broadcast-appropriate.

10

concept one

The Tell.

Empty bowl, bad bowl, good bowl.

Top-down on a dog bowl and a dog butt. A slight, slow tail wag. Regular kibble (anonymous brown shape) is poured in. The wag stops. The bowl swaps to UnKibble. Visibly real ingredients. And the tail explodes into a furious wag.

That's the whole spot. Eight seconds of brand. Built to repeat.

Three kinds of tails

Spot	The tail	The read
A. The Whip	A long, fast-flag setter tail.	Builds to a blur. Speed = excitement.
B. The Stub	A French bulldog stub.	Quick, percussive, immediately readable.
C. The Plume	A golden retriever plume.	Wag turns into a full-body shake.

The format is the campaign. Every spot tells the entire UnKibble story in eight seconds. The :15s and :30s differ only in tail behavior and end-card pacing. Maximum production efficiency, maximum brand recognizability. Plenty of empty space for animation. Mirrors the cleanness of Spot & Tango's website.

11

concept two

Inside Every Piece.

A surreal product film that turns UnKibble inside out. Each piece is a tiny world, each world is a real dog's dinner.

Start wide. The bowl, on Spot & Tango blue. We zoom in. Keep zooming. The camera doesn't stop. It pushes into a single piece of UnKibble, where a fully-realized world is waiting at human scale.

Inside the piece, a scene plays for a beat. A gardener tending vegetables, a butcher mid-wrap, a homeowner organizing a pantry. Then a giant shadow falls. The character looks up. Cut to a satisfied dog above the bowl, mid-chew.

Three flavors. Three worlds. One mechanic the audience learns by the second spot.

Each spot closes on the same end-card. UnKibble brand mark, roll animation, "learn more."

12

concept three

The Poker Game.

Steve, please. Not in front of the boys.

A dad. Steve. Walks into a dimly lit garage to grab a beer. The fridge is stacked floor-to-ceiling with anonymous frozen fresh-food pouches. No logo. No name. Just the form factor every dog owner in the country instantly reads. He curses the dog's name under his breath. The dog, off-camera, replies in plain English: "Steve, please. Not in front of the boys."

Pull-out reveals five dogs playing poker. A doberman in sunglasses, a wirehaired terrier in a tennis cap, a monocled bulldog, a deeply concentrated boxer, and the derpy one: chips low, cards flopping forward. The doberman, without looking up, gently pushes the derpy dog's hand back up.

Narrator, dry and plain: "Is your dog food taking over? Try UnKibble." A bag of UnKibble drops to the center of the felt, frame-centered. Cut to a wide of a single UnKibble bowl. The dogs leave their hands. They look at it like it's a small miracle.

The campaign extends through the ensemble

Spot	Setup	What it lands
A. The Poker Game (hero)	Steve, the fridge, the reveal of the room.	The cultural moment + world introduction.
B. The Derpy One	The derpy dog alone in Steve's kitchen at 6am, scoop in mouth.	Product transparency with the brand's heart.
C. Steve & the Doberman	Quiet two-shot on the couch. A bowl-and-beer night.	Brand devotion as the longevity story.

13

act three

Timeline.
Receipts.

14

From signing to air.

Phase	Window	What happens
Prep	Mid-June → mid-July	Casting (dog + human), location, board lock, set build (if C3), pre-pro.
Shoot	Mid-July	One production day. Shared footage block. Three endings captured.
Picture lock	Early August	Edits delivered, internal review, lock.
Finishing + animation	Late August	Color, sound, motion graphics, end-card system, deliverables.
Air	September	Broadcast + streaming. Network spec. Ad-trafficked.

Concept 3's stage build pushes prep one week earlier. Still inside the window.

15

We've done this work.
Recently. At this tier.

16

barilla · dog campaign

The goodest boys.

01 · casting

We cast for variety.

An open search across breeds, sizes, and temperaments. Every hero on screen reads as the full range of dog owner.

Barilla animal casting board: roughly two dozen named dogs across breed, size, and color.

02 · ahs + mpas

Broadcast clearance, ready.

American Humane Society and Motion Picture Animal Society partnerships in place. We know what they require, and we build it into pre-pro. The paperwork is solved before the shoot starts.

Motion Picture Animal Society on-set credential — broadcast clearance.

03 · rehearsals

Directed behavior, not lucky.

Continuous action is easier to capture than stop-start. The handler relationship is built before the camera shows up.

Dogs at scale, with welfare oversight, and on-camera behavior directed. Not lucky.

17

more work that fits

A few more receipts.

David Protein

Cultural commentary, made for performance.

Brand-build cinematic for premium DTC food. Humor and lifestyle insight woven into the product story, without ever losing the product.

Watch the cut Frame.io review

Adidas · Keep Running

NYC Marathon, on the brand.

A two-part promo with Adidas NYC featuring local runner Adam Francique celebrating the NYC Marathon. Honoring Black Excellence in athletics.

View the case study ophelia.company

Elena Velez · How's My Driving?

FW23 fashion film, debuted on SHOWstudio.

Midwestern dystopian landscapes crafted with experimental AI tools for designer Elena Velez. Shown at her FW23 runway as a multiscreen preamble installation.