If Only I Was a Kitty in a Kitty City

This campaign grew directly out of the Kitty City series I had been making that summer. Instead of trying to force Kodiak into a scripted sequence, I built the concept around behaviors I already knew he enjoyed: moving through Kitty City, exploring, reacting to food, and vocalizing when ORIJEN arrived. I created a small adventure course through the outdoor catio and used a POV camera on Kodiak for the first time in a campaign, letting the audience experience the run from his perspective. ORIJEN bags and wet-food cans were placed throughout the course, while the edit also incorporated the real sounds of opening the food and Kodiak’s excited meows. The approach reflects how I generally build cat-focused campaigns: observe the behaviors and patterns that are already authentic to the animal, then design the content around those instead of trying to make the cat perform a rigid ad concept. The campaign reached 3.1 million views on TikTok and 63.5K on Instagram, received a window of paid amplification on both platforms, and continued the ORIJEN relationship into additional future projects.