Fable Pets
Work Type
Paid social creative · UGC direction · Creator collaboration · Ad editing · Strategy support
Overview
Fable Pets reimagines classic pet products with innovative, patented designs that prioritize pet safety and style. Their flagship product, the Fable crate, combines functionality, aesthetics, and comfort, a product that improves life for both pets and pet parents. Our campaigns focused on showcasing these benefits in a way that felt premium, thoughtful, and aspirational, while making it clear why these products are worth the investment.
Human-Centered Benefits
Our Focus
Show how Fable products improve daily life for pet parents. We highlighted ease of setup, how the crate doubles as stylish furniture, and the peace of mind knowing their dog is happy, comfortable, and safe.
My Role
I conceptualized multiple ad directions that emphasized how these products make life simpler and more satisfying. I collaborated with creators, directed UGC shoots, and edited the footage into clean, visually clear ads that showcased both the product and the owner experience.
What I Learned
Simple, visually clean ads performed best as they let the unique products speak for themselves. Messaging that combined practicality with emotional satisfaction, like feeling like a good pet parent, resonated strongly with this audience.
Pet-Centered Benefits
Our Focus
Highlight how the crate improves the dog’s quality of life by being a safe, comfortable, and welcoming space that matches their natural instincts. The Fable crate isn’t just somewhere to stay while humans are away; it’s a place dogs actually want to rest.
My Role
Emphasizing comfort, safety, and enjoyment in the creative direction. I also experimented with visual concepts, like AI-generated backgrounds, to communicate peace and relaxation quickly to the consumer.
What I Learned
Showing dogs genuinely enjoying the crate, paired with clear, simple visuals, drove strong engagement. People responded to content that highlighted both pet happiness and owner reassurance, reinforcing the dual benefit messaging.
Aesthetics & Lifestyle
Our Focus
Position Fable as more than a pet product line. Highlight “The Fable Lifestyle”, a cohesive, stylish, aspirational brand. Matching colors and multiple products created a sense of identity and aspiration, encouraging repeat purchases and brand loyalty.
My Role
Pitched consistent visual messaging using the same creators across multiple products, concepted ads emphasizing style and brand cohesion, and edited content to communicate sophistication while remaining approachable.
What I Learned
Visual consistency and lifestyle messaging created an aspirational yet attainable positioning. Highlighting that Fable products are thoughtful, premium, and enjoyable to live with made viewers see the brand as a long-term choice, not just a single purchase.