WAGLAB - PlayStack
Role: Creative Direction, Art Direction, Pre Production, Post Production, Content Production, Paid Ads, Organic Social, Email Marketing
WAGLAB is a dog enrichment brand reimagining play through customizable toys designed to be as unique as every dog. Created to spark curiosity, encourage movement, and keep play going longer, WAGLAB’s thoughtfully designed products give pet parents the flexibility to create engaging play experiences tailored to their dog’s individual needs. Built as a branded house, WAGLAB launched with PlayStack as its first product line, establishing a foundation for future collections under distinct product names. As the creative lead, I established the brand's visual direction from the ground up, defining an aesthetic that carried consistently across campaigns, photography, packaging, email, paid media, tradeshows, retail, and digital experiences. I concepted and directed every photoshoot, built and hired the full creative production team – including photographers, prop stylists, food stylists, animal handlers, and other specialized talent – and oversaw production from planning through execution. I also developed a scalable design system that ensured a cohesive brand presence across DTC and retail platforms, creating a consistent experience at every customer touchpoint while supporting the brand's continued growth.