Hill’s Pet Nutrition
Always On
An Agile Approach to Always On
When VML reimagined the Hill's 24/7 Team as a pilot for an agile creative process, Scott’s affinity for the Kanban board during training made him an ideal candidate to take on the role of Delivery Lead in addition to his creative responsibilities.
As both Associate Creative Director and Delivery Lead, Scott led a team of designers and copywriters in crafting static, carousel, and video assets for Hill’s social media channels, all while maintaining open communication with internal stakeholders and clients to keep timelines aligned and adjust as needed.
Back to Basics
Scott established the look and feel for foundational Always On posts. This type of content would be featured at regular intervals on the channels, showing concepts that laddered up to brand pillars in fun and social-first ways.
There were two types: text posts and image posts. Each offered a variety of options for Scott and his team to maintain Hill’s branding and consistency without feeling repetitive.
Campaign Support
In addition, Scott’s team supported larger brand campaigns through the lens of Hill’s social media channels.
Scott crafted static and video content to support the Science Did That campaign, promoting a variety of products through the idea that Hill’s scientific approach to pet food is behind the moments customers share with their pets, while reimagining the look and feel of the campaign to better align with how data showed users interacted with social posts.
Freed Up to Be Agile
With the agile workflow established, Scott and his team were able to pivot quickly, reprioritize content, accommodate evolving brand needs, and participate in social trends.
Flip It and Remix It
Hill’s legal team was strict about not using popular songs in the brand’s videos due to copyright restrictions. Rather than be discouraged, Scott and the team decided Hill’s should make its own.
Scott worked with producers to create music tracks that sounded like highly-produced versions of silly songs pet parents sang to their pets. Scott then edited social videos for the tracks, each encouraging followers to remix the songs using their own pet videos.