Team Pet
Redefining one of the most iconic roles in sports.
The Ask
Purina has long believed that people and pets are better together — and that this bond can be a powerful force for mental wellbeing. But they didn’t just want to say that. They wanted to show it.
So they teamed up with St. Louis CITY SC, becoming one of the first pet care brands to sponsor a professional U.S. sports team. But this wouldn’t be about mascots or marketing fluff. It would be the launch of something bigger — the first-ever certified Team Pet in Major League Soccer.
Our brief: Tell the story of how one trained service dog could redefine the role pets play in professional sports — and in doing so, position Purina as the brand at the center of it all.
The Solution
We created a four-part docuseries that followed the journey from start to leash.
More than just a team dog, this was a service dog trained to support players, staff, and fans. Through real training footage, intimate player moments, and expert insight from Purina behaviorists and mental performance specialists, we told a story that challenged the traditional idea of what a “team pet” could be.
The Proof
of Concept
To bring the vision to life, we created a proof-of-concept trailer that captured the heart and emotional stakes of the series.
It blew both CITY SC and Purina away — and with their full buy-in, Team Pet is officially set to launch in 2025.
My Role
Led all copy and storytelling development across the docuseries — from narrative arc and episode scripts to VO, social cutdowns, and seamless integration of Purina experts in partnership with brand, production, and CITY SC teams.
The Team
VP Creative Director – Cesar Vallejo
ACD - Copy – Collin Carpio
ACD - Design – Megan Keegan
Senior Art Director – Ricardo Burneo