Felix: Cat of the Year

Seizing the buzz from Taylor Swift's cat on TIME's Person of the Year cover, we partnered with Brooklyn Cat Café to feature 13 adoptable cats, each named after Swift's songs. Despite Felix being a new brand that barely existed at the time, we orchestrated a photoshoot, created magazine covers for each cat, and launched a media blitz within 48 hours. This initiative drove awareness for Felix, the first cat-only insurance provider, and promoted cat adoption. The campaign's success also earned Felix a finalist spot for a Shorty Award.

Adoption Posters

Working with a very limited window of time, I guided my team to swiftly create adoption posters for all 13 cats inspired by the Time cover as well as adjoining profiles for each of the felines.

Listening Party

On December 13, the Brooklyn Cat Café hosted a special party celebrating Taylor Swift’s 34th birthday, featuring music, Taylor Swift trivia, and the chance to adopt one of the "Cat of the Year" nominees or contribute to their cause. The campaign generated significant impact, garnering 993 million impressions within 24 hours retaining a 5.3% engagement rate for the new brand and boosting Brooklyn Cat Café's profile activity by 40%. The initiative facilitated successful adoptions for several of the cats and earned our team a finalist spot for a Shorty Award, recognizing the teams’ innovative campaign efforts.