Finding hard to adopt cats homes. It can take nearly four times as long to find a home for special needs cats, senior cats and black cats vs regular cats. This puts them at risk of being put down. And as we all know despite the rumours to the contrary around nine lives, cats only live one (COLO).

Best Friends is a no kill shelter, they take as many hard to adopt cats on as they can to save lives. Ultimately though they need to find them homes.

To help with this we developed a series of videos, each starring a different hard to place cat type connecting with their forever human.

The campaign resulted in an increase in adoption rates at Best Friends and other shelters across the US.

Meaningful, as a 10% increase in adoption rates across the US represents 280,000 cat lives.

Role: Creative Director/Writer