Working as the national public relations agency for PetSmart,
one of Markowitz Communications' major goals was to create direct-to-media campaigns. So, the agency developed one-stop-shop micros sites that offered media hi-res downloadable photos, press releases and fun facts.
My job as creative director involved striking the right balance between serious (PetSmart was a running a serious business) and silly (but we were talking about dogs and cats in festive holiday attire and Halloween costumes).
I worked directly with graphic designers and was on set -- in fact, I was the one helping those dogs and cats put on those adorable outfits -- at the photo shoots.
The results: hits in targeted regional markets, as well as USA Today and Fox & Friends.