The People Behind Poultry
In an industry drowning in clinical claims and fluorescent product shots, everyone was saying the same thing:
Look at us! We’re louder, shinier, more technical. The People Behind Poultry was born of a simple truth: trust doesn't come from a product spec sheet. It’s earned by the person standing beside you. The one who has your back at 3AM when something goes wrong.
So we stopped talking about what Zoetis makes and started showing who Zoetis is.
My partner and I led this project from the ground up. I conducted the intimate one-on-one interviews with Zoetis team members, drawing out the stories that revealed why they do this work and what it means to them.
One even cried, but they wouldn’t let me use that in the final edit.
GCD: Cabot Norton | Sr. AD: Ashton Butler | Production: Bruton Stroube | Bader Rutter