air bud entertainment
pup star film launch

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If you didn't know, Air Bud—the basketball-sharpshooting golden retriever—has his own media empire and streaming service for the young'ns. Always a forward thinker, Buddy directed our team to conceive a social-first campaign for a new film franchise, Pup Star: where dogs compete in a national singing competition. View trailer.

My team and I developed paid and organic social strategy resulting in dozens of original content pieces and singing collaborations with popular dog accounts from Instagram.

tags: concepts, copywriting, creative direction, influencer, social advertising
Pup Star Film Air Bud


Our campaign focused on not only promoting the singing stars of the film, but also leveraging a community of stars to spread the word. Content was posted through social channels and a digital press kit website was created for press.

social content

We placed our film into cultural context with a fun stroke of Photoshop: the dog stars of the film placed into recognizable album covers. This included content posted in real-time around major musical events such as the Grammy Awards. Dozens have been created and they served as the primary creative force for launch.

Pup Star Social
Pup Star Film Social
Air Bud Press Kit

influencer content

To drive awareness within target communities, influential pup stars like @TunaMeltsMyHeart got in on the singing to promote the film. Several similar influencer videos were produced and distributed.

Tuna Melts My Heart

a whole litter

Pup Star achieved success both as a limited theatrical release and via streaming channels including Netflix. Our efforts in building a fun identity and executing with high-quality content continued, as Air Bud Entertainment quickly released two sequel features.


Executive Creative Director: Scott Mallone
Chief Digital Officer: Ashley Heron
‍Group Creative Director: Nick Boes
Art Director: Anthony Ruba
Designer: Sara Kline
Senior Copywriter: Jonathan Miller
Copywriter: Amanda Whitehead

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