NVA is a leading veterinary support company with a unique (and difficult to capture) differentiator. Instead of buying a long-established vet practice and replacing its identity with a big-business brand, NVA preserves the name and legacy of the individual vet has built—”Join us. Stay You.”
NVA needed an impactful and personal way to speak directly to a collection of 150 pre-identified vets across the U.S. and encourage them to join the NVA community. As Associate Creative Director, I created a concept that allowed NVA to preserve the legacy of each of the 150 vet practices with a scale-model representation of their practice.
Each practice was documented with either onsite photos or screenshots from Google Maps. The images were then handed over to a 3D modeler who re-created the building and all of the associated details. The CAD file was then passed to a 3D printer to bring the practice to life. Once in physical form, the miniature practice was given to a scale-model painter to add color. The finished building was shipped to a local florist along with guidance of which plants and materials to use, a glass bowl, and a presentation box that included tools and care instructions for the vet staff to care for their new terrarium. The florist composed the final presentation kit for the local NVA sales rep to deliver to the vet.
Specific vet stories were featured in print ads for industry publications and shared in quarterly newsletters to bring additional awareness to the campaign.
Agency: VITRO
Skills: Creative direction, Art direction, design