Pawgust Campaign

Produced at: Radley Studios

Client: Discovery Family

My Role: Writer, Producer

Work: Broadcast Promo Campaign

Overview: After Hub rebranded to Discovery Family, they started rolling out programming stunts to hook viewers, one of them being August’s month dedicated to furry friends — Pawgust. We went after Betty White, a TV legend and huge dog lover, and low and behold we got her! I wrote a ton of spots for the campaign, including the launch. Betty, dogs, and plenty of puns… Best. Campaign. Ever.

Challenge: Dogs can be well trained, but they’re certainly not actors. I couldn’t write anything unreasonable that Betty, Auggie the Golden Retriever, and a bunch of other pups couldn’t pull off. We also shot everything on green screen so keying out hairy dogs was a beast in its own right. Plus we didn’t have much time with Betty so had to be very efficient. appealed Lastly, we also had to design a unique environment to composite that appealed to all ages.

Result: Betty was an absolute joy on set as you would expect, she didn’t bark at our requests, and everything turned out paw-sitively splendid. Sorry, had to. Here’s the launch spot! Rest In Peace, you Golden Girl.