Airpets -
The Pack

As a brand Airpets have grown very quickly in a short space of time based on their brand strategy and positioning to airlines and their customers. They were keen to retain their family values and wanted their customers to know THEY STILL CARED about their pets and it wasn’t all about the numbers.

A massive 87% of people globally refer to their pets as part of the family. Some even state that the love they have for their pets is equal too if not more than their own children. With this in mind the portraits created put the dog central to the family.

I art directed and shot a series of ‘family’ portraits for Airpets with the purpose to put the pet at the centre. By altering the language from family to pack and by placing the pet central to a family photo rather than tagged onto the end like traditional portraits, we clearly shifted the focus. Humans would be joining their pack rather than pets joining our family.

This campaign went across 3 terminals at Heathrow over 5 days to over 83 million passengers.