Lunar Collection Launch
From concept to campaign, I led the creative vision for Wild One’s Lunar Walk Kit & Space Flair launch—shaping its product design, brand identity, and multi-channel release to redefine the brand’s aesthetic and drive record-breaking demand.
Overview
The Lunar Walk Kit & Space Flair launch marked a major shift for Wild One, introducing holographic finishes for the first time in the brand’s history. Known for solid, matte colorways, this collection was designed to disrupt expectations and position Wild One as a leader in design-forward pet gear. The campaign aimed to build excitement while evolving the brand’s aesthetic, balancing its millennial audience with Gen Z’s affinity for play and experimentation. As younger consumers increasingly embrace high-gloss, hyperreal aesthetics in fashion and accessories, this collection was designed to tap into that trend while maintaining Wild One’s signature simplicity.
Brand
Wild One
Role
Creative Director, Art Director
Studio Team
Emily Dinowitz (Director of Creative Production), Cole Saladino (Sr. Photographer), Maggie Rossett (Sr. Brand Designer), Bridget Pavlick (Creative Strategy), Heleisy Subervi (Content Creator)
Year
2024
Product Development
Bringing the Lunar finish to life required close collaboration with the product team to achieve the perfect balance of reflectivity, durability, and color depth. Multiple finishes were explored, testing how light interacted with the surface to create a prismatic shift. Every decision had to balance aesthetics with functionality, ensuring the high-gloss holographic material felt both elevated and wearable.
This launch also introduced Wild One’s first-ever glow-in-the-dark product, Space Flair—a playful, luminous add-on designed to complement the Lunar Walk Kit. The glow effect added an unexpected, dynamic element to Wild One’s lineup, reinforcing the brand’s focus on both style and fun.
Campaign Concept
& Visual Identity
The campaign’s creative direction blended retro-futurism with modern energy, pulling from space-age visuals, high-gloss materials, and bold graphic elements. Photography played with color gel lighting, deep shadows, pastel backdrops, and crushed mylar textures, creating an environment that felt both vibrant and futuristic. The goal was to capture the dynamic shine of the product, reinforcing its otherworldly appeal.
Extending this aesthetic across all brand touch points, the campaign featured prism-inspired typography treatments that mimicked light refractions, while the color palette merged soft pastels with iridescent accents. To encourage social engagement, animated IG Stickers inspired by Space Flair were created, allowing users to incorporate Wild One’s playful visuals into their own content.
Ecomm & Digital
The campaign seamlessly translated across Wild One’s digital channels, ensuring a bold and cohesive shopping experience. The website launch featured a high-impact landing page that highlighted the prismatic finish through immersive imagery and dynamic layouts. Email marketing extended the campaign aesthetic, reinforcing the holographic textures and prism-inspired typography for a visually engaging customer journey.
Organic & Paid Social
The campaign spanned organic, paid, and collaborative content to build momentum and maximize engagement. Launch teasers, behind-the-scenes photography, and interactive IG Stickers encouraged community participation leading up to the release. A giveaway collaboration with Gen Z skincare brand Good Weird reinforced Wild One’s evolving positioning—both brands share a design-led, aesthetic-first approach that resonates with Gen Z’s love of bold, playful visuals. Paid ads were A/B tested to optimize performance, experimenting with creative that varied between model-focused imagery, dog-only shots, close-ups, medium shots, and copy-forward approaches to determine the most effective engagement drivers.
Impact
The Lunar Walk Kit quickly became Wild One’s fastest-selling limited colorway, with immediate audience demand for more holographic and glow-in-the-dark expansions. More than just a product launch, this campaign redefined Wild One’s brand positioning, signaling a cooler, more elevated visual identity while keeping the playfulness and design-forward appeal that defines the brand.