All aboard the future of pet food!
RootLab is an innovative, sustainable pet food brand that uses alternative protein sources to offer a complete nutrition package to dogs and peace of mind to eco-conscious dog owners. With ingredients like cricket and the invasive Asian carp, RootLab wanted to educate and engage environmentally-minded urban consumers in their natural habit.
Thus, my creative team developed this series of ads for display on the L train in Chicago. With witty, slang-driven copy and bright colors, we aimed to break through the clutter and introduce public transit riders to a pet food brand worth believing in.