Fi
Conceptual Holiday Brand Campaign | 2025
Fi is a smart dog collar brand built around peace of mind, connection, and everyday moments between dogs and their people. This conceptual project explores how Fi Mini could show up during the holiday season as a thoughtful, emotionally resonant gift for dog parents. The work focuses on making Fi Mini feel like a gift worth lingering on, balancing emotional storytelling with product clarity, and translating seamlessly across both static and motion social placements while staying true to Fi’s brand sensibility.
My concept frames Fi Mini as the cover story of a holiday gift guide, inspired by the quiet ritual of slowing down with a morning paper, coffee, and your dog nearby. Rather than leaning into flashy holiday tropes, I approached the campaign through an editorial lens, using restrained layouts, tactile texture, and warm but minimal color to create something calm and considered.
Motion was used to guide attention and create a sense of continuity rather than spectacle.
The animation begins with abstract traces inspired by the paths dogs take throughout their day, gradually connecting moments of movement and companionship. These paths lead viewers through small, human scenes before resolving on the Fi Mini itself.
The pacing is calm and intentional, reinforcing the idea of reliability and reassurance rather than urgency.
This project demonstrates how Fi Mini can be positioned as a meaningful holiday gift through restraint, storytelling, and brand-led design. Rather than leaning on seasonal noise, the concept focuses on emotion, clarity, and everyday moments, aligning closely with Fi’s mission to strengthen the dog-human bond.
