Work · the spec slate

14 ads built for Wildflower Pets.

Each of these targets a persona from the call or a gap the swipe file surfaced: the anxious dog household, the label reader, the small dog home, the premium buyer the sad dog machine ignores. Drafts, not finals: every render passes a 9-rubric copy gate and a 10-gate creative grade before it would spend a dollar. Built from the live packaging, the real wordmark, and the scraped brand tokens. One honest note: the conversational lines in the UGC style specs are illustrative, written to show the format; once the account is live, that copy comes from real reviews and real communities only. And a heads up we flagged on the call: the current site is pre rebrand, so these are built from what is live today and re skin fast when SMAKK's new brand world ships.

Dignity marketing, with direct response teeth.
14
spec ads
9
personas
12
format families
0
discounts
Brand 01. The brand world
01 · Product hero
The brand world
Zero headline. The Calming tin inside an illustrated botanical world grown from its own label art. Product hero is the swipe file's strongest format right now.
Label reader 02. The face off
02 · Us vs. them
Who actually made it?
Generic white label jar against the Wildflower tin, split frame. The category's dirty secret is the same formula with a different sticker; Ron's own formulator is the answer.
Anxious dog 03. Storm night
03 · IG story UGC
Storm night
Rain on the window, dog asleep on the couch, tin on the side table. The anxious dog household told as a real story frame, not a sad dog ad.
Real life 04. The morning ritual
04 · Native UI overlay
Morning chew, then the walk
One iOS calendar card over a bright kitchen morning. Supplement as ritual, not chore; the calmest ad in the set by design.
Brand 05. The flower shaped chew
05 · Product macro
Shaped like a wildflower
Extreme close up of the trefoil chew itself. The product detail nobody else in the category can copy, made the whole ad.
Mobility 06. The switch
06 · DM screenshot
He met us at the door
An iMessage thread about a senior lab and the hip and joint switch. Illustrative copy showing the format; live versions get written from real reviews.
Brand 07. No sad dogs
07 · Type poster
No sad dogs
The refusal as the ad: no sad dogs, no scare tactics, no shortcuts, on cream. The direct answer to the category playbook Anna named on the call.
Mobility 08. Everything earns its place
08 · Ingredient callouts
Everything earns its place
Real green lipped mussel, boswellia and turmeric orbiting the tin, each with a PDP faithful line. Ingredient led, literally.
Real life 09. The trailhead
09 · Outdoor lifestyle
The preventative kind
Golden hour trail stop, dog at the water bowl, tin on the rock. Identity ad for the preventative minded owner, checklist kept quiet.
Small dogs 10. The Small Dog Collection
10 · Collection grid
The Small Dog Collection
All five small dog tins on pale lavender. Formulated and sized for dogs 20 lb and under, straight off the site, an audience the big brands dose as an afterthought.
Label reader 11. Zero
11 · Big number
Zero
The only stat a zero history brand can run honestly: 0 formulas bought off a shelf. Conviction on an ink field.
Brand 12. Three reasons not to buy
12 · Reverse psychology
Three reasons not to buy
Premium confidence played as warnings, on terracotta. The wit lane the category never touches because it is busy with sad dogs.
Real life 13. The grocery list
13 · Handwritten list
The grocery list
Overhead breakfast chaos and a real handwritten list with wildflower chews circled twice. Everyday staple status, earned at the kitchen table.
Puppies 14. The puppy taste test
14 · TikTok UGC
The puppy taste test
Flash lit phone shot, puppy lunging for the Head Start chew. Chicken flavor is doing the selling; illustrative caption, real format.
What is enforced on every one of these: spec drafts built on the real packaging photography, the real serif wordmark, and the scraped brand tokens. Ingredient lines follow the PDP's own careful register. No discounts, no invented stats, no sad dogs. The conversational UGC lines are marked illustrative until real customer language replaces them.

The slate is the starting point.

These 14 come from one call, one catalog pull, and one swipe file digest. The full engine runs on social listening, a tagged account, and the 60 20 20 mix, every week, and it re skins to SMAKK's new brand world the day it ships.

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