VCA Animal Hospitals
At Human Magic
The Brief
This was my fifth digital paid media campaign with VCA Animal Hospitals, created to refresh their creative for Spring 2025. The goal was to shift perceptions and attract experienced veterinarians into key roles across their network while helping VCA stand out in a competitive talent market.
My Role & Collaboration
By this stage, VCA trusted me to oversee the project and lead the creative direction. I collaborated with a copywriter, an art director, and the SEO team, who ensured the campaign reached the right people. Together we refined the line “Your Power Has Purpose,” highlighting the impact VCA veterinarians have on pets, people, and one another.
The Creative Idea
Visually, this campaign marked a departure from our usual style with VCA. After years of building trust, they gave us the freedom to push the limits of the brand and take it on a more creative journey. This allowed us to experiment while staying true to what makes VCA so well known and loved.
The final animation became the heart of the campaign. Real stories from VCA employees, told in their own words, made the work feel authentic and personable. Friendly employee photography and testimonials gave future veterinarians the chance to hear directly from people in the field, creating a campaign that felt empowering, human, and relatable.
Execution
I created eighteen sponsored ads for Instagram and LinkedIn, designed to target the right audience and guide them to apply for open roles. SEO support helped ensure the campaign was seen by the people who mattered most.
Results & Learnings
The campaign successfully reinforced VCA’s employer brand in a competitive market. For me, it was a great example of the trust VCA placed in us and the creative freedom that comes with long-term partnerships.
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