Airpets.
The Pack

Airpets experienced rapid growth in a short period, driven by a clear brand strategy and strong positioning with airlines and their customers. Despite this growth, they were determined to hold onto their family values and reassure customers that their care for pets remained genuine and personal, not purely driven by numbers.

Globally, 87 percent of people consider their pets to be part of the family. Many even feel that their love for their pets is equal to, or greater than, the love they have for their own children. With this in mind, the portraits were created to place the dog at the heart of the family.

I art directed and photographed a series of family portraits for Airpets with the intention of putting the pet at the centre. By shifting the language from family to pack, and by positioning the pet as the focal point rather than an afterthought as seen in traditional portraits, we reframed the dynamic. Humans were no longer the centre, instead they were joining the pet’s pack.

The campaign was rolled out across three terminals at Heathrow over five days, reaching more than 83 million passengers.