A social campaign created for the Ad Council's Shelter Pet Project, built around "The Meme Machine," a life-size interactive set where shelter pets could literally generate their own memes: stepping on a board rotated an image, licking an emoji placed it over the image, and rolling around created a hashtag. The campaign used these pet-generated memes to flood social platforms around fake holidays like "Boss Appreciation Day," with the ultimate goal of encouraging adoption.

Fun fact: my own shelter dog Logan made it on screen, which made me equal parts video producer and dog wrangler that day.