The details

I led the creative on Catco from concept to completion, running a small, nimble team through the entire arc — from the original insight to a finished, fully AI-generated campaign.

We built it on three pillars: social-first concepting, with integrated media, creative, and creator pods generating platform-native ideas optimized for the algorithm from day one; AI-driven production, using AI to produce and version high-quality animation-style creative at a fraction of the time and cost of traditional methods; and an always-on creative insights loop, tracking performance and fatigue signals so every iteration outperformed the last.

The numbers made the case for AI production on their own — 90% lower cost ($75K vs. $1M), 75% faster turnaround (4 weeks vs. 16+), and 42% higher ROAS than every other piece of creative live on the platform. But the bigger validation came from outside Ovative and Petco entirely: Google selected Catco as a standout success story for Google Marketing Live 2026, putting it on the main stage in front of 450+ senior marketing leaders and 500K+ global viewers.

The client was thrilled. Google called it a creative unlock. We call it a good dare.

A small team, moving fast, with clear creative conviction — that's what won this category. Proof of what's possible when a lean group is given the trust to take an idea all the way from a dare to a global stage.