The Dog Depot
Role: Concept, Creative Direction, Filming, Editing, Copywriting
Platform: TikTok (Short-form video)
Status: Ongoing
A short-form social content project capturing customer dogs at Home Depot to build community connection and brand engagement.
Project Overview
The Dog Depot is a short-form social content series that highlights spontaneous, joyful moments between customers and their dogs inside a big-box retail environment. The project blends humor, warmth, and observational storytelling to humanize the brand experience and build community through everyday interactions.
Objective
To create engaging, repeatable content that strengthens emotional connection, increases organic reach, and transforms routine retail visits into shareable moments.
Creative Approach
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Leaned into candid, documentary-style clips rather than scripted content
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Used fast, platform-native editing optimized for TikTok’s algorithm
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Framed dogs as the “stars,” positioning the brand as welcoming and people-centered
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Designed the series to feel playful, recognizable, and scalable
Execution
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Filmed and edited vertical video content on-site
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Developed a consistent tone, pacing, and visual rhythm
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Wrote captions and hooks optimized for discovery and engagement
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Published and iterated content based on performance patterns
Outcomes
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Strong audience engagement driven by emotional resonance
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Clear brand identity established through recurring visual and tonal cues
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Demonstrated ability to create viral-leaning content within real-world constraints
Skills Demonstrated
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Short-form storytelling
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Social media strategy
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Brand voice development
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Video editing
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Community-driven content
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Creative ideation in constrained environments
