Chewy Claus is Chewy's annual holiday charity campaign where customers & animal shelters can submit wishes to pets in need. For every wish submitted, Chewy donates 5 meals to shelter pets.
In 2025, I contributed to the creative direction & digital experience of the campaign, focusing on the holiday illustration system, animation design, landing page layout & structure, and overall visual storytelling across digital and paid media.
Landing Page Experience
I worked alongside the dev team to develop a page that blended storytelling with functionality, ensuring a seamless & engaging user journey from inspiration to action.
The Chewy Claus Illustration System
Together with the holiday team and fellow illustrators, I helped to design a series of custom holday illustrations that embraced a childlike watercolor aesthetic to evoke warmth, nostalgia, and holiday magic. These illustrations became the visual backbone of the campaign & were featured across site, social, digital ads, Youtube, and television.
The Chewy Claus Animation & Storytelling
Through illustration, animation was then developed and brought to life in video segments. This brought the Chewy Claus world to life, supported featured "Wish Granted" stories, and enhanced engagement across paid social & video placements. The animations completed the illustration system, further helping to create a cohesive & emotionally resonant campaign experience.
Impact & Conclusion
Through our combined efforts, Chewy successfully donated
16 million meals to pets in need. In addition, we had 3x as much engagement and submissions compared to previous years.
Credits:
CHEWY
HILLARY CIANCIOSI, DEB FULOP, STEPH FERRIS, CHRIS KESSLER & THE CHEWY STUDIO TEAM