Caring for your pup's dental hygiene isn't exactly a walk in the park. From bribing your pup with treats, to dealing with messy toothpaste, it usually feels more like pulling teeth than cleaning them. Enter, Dental Chews, from a trusted brand that just gets our four-legged friends and how to keep their chompers oh-so-shiny, and, more importantly, healthy.
For this new product line, Blue Buffalo set out to shake up the oral care category, replacing the ever-dreaded toothbrush with a much desired treat, featuring a unique shape and texture that promotes healthy teeth and gums, removes plaque and tartar buildup, and freshens your pup's breath. Free of wheat and made from real chicken, these naturally tasty treats pack essential vitamins, minerals, and nutrients—plus a refreshing spearmint flavor—taking oral care to the next level.
As a studio of pup parents who can admit to loathing the dreaded teeth-cleaning, we were intent to showcase Dental Chews as the revolutionary product that we saw it to be, with a launch both grand and cheeky in equal measure.
Our client came to us with two simple requests (cue Dr. Evil voice).
"Space Odyssey, Shiba Inu."
Okay. We’re listening.
From custom 3D modeling of the unique honeycomb shape, to rounds & rounds of casting to find the perfect Shiba Inu, this was one for the books.
The spot opens with a cinematic flair—cue Also sprach Zarathustra (you know, the daaa-daaa-dada! from 2001: A Space Odyssey).
A 3D model of the Dental Chew’s signature honeycomb shape rises from the shadows, backlit like it’s about to deliver the meaning of life. Every detail, every nook of the treat gets its moment in the spotlight. As it moves closer, a deep & booming voiceover sets the scene. And just as it reaches the forefront—enter our Shiba, making his grand entrance, jumping in to—of course—enjoy his treat.
Our master 3D modeler went down a rabbit hole of honeycomb geometry, tweaking the shape, color, and specs to make it as realistic as possible.
Meanwhile, our producer learned something critical: Shiba Inus… don’t actually jump. At least, not in the way that we needed him to (something Clarence the Dog conveniently neglected to mention during his audition). No matter — a little studio magic later, and voilà—our gravity-defying pup was cleared for takeoff.
As a studio specializing in both live action production and 3D animation, we (unlike Shiba Inus) jump at any opportunity to weave the two disciplines together in one seamless piece. Once our client shared with us the Dental Chews prototype and their creative vision for this piece, we knew this would be the perfect excuse to flex all of our creative muscles, from pre- to post-.
More than just a product launch, this project was about innovation, about turning “not possibles” into “why nots?” We refined our processes, we embraced every challenge, and we used cutting-edge technology to showcase Dental Chews’ intricate design in ways no camera ever could. And the results speak for themselves: not only did we create a visually striking piece, but a Blue Buffalo survey found that 4 out of 5 pet parents prefer BLUE Dental Chews over their current dental routine.
But beyond the data, this project was a success because it reinforced what we love most: bringing together different skill sets, embracing new tools, and collaborating as one team to create something greater than the sum of its parts. The product performed. We got to work with dogs. And the dogs? They got plenty of treats. So really, everyone won.
