Description: Challenged by Purina Cat Chow to integrate with its offline advertising, we developed a concept that builds on the essence of a 30-second TV spot while playing to the strengths of the online medium. We fleshed out scripts in which the actors reminisce about how they met their cats and the joys of that relationship. In content and tone, each story aligns with the qualities of a specific Purina Cat Chow product. Our crew prepped the actors and shot digital high-definition video footage, which was then edited into several vignettes for staggered release on www.catchow.com.