The creative approach for FW25’s Apparel Campaign were driven by an elevated simplicity, continuing to push Ruffwear into the more premium space consumers expect from adjacent outdoor, human brands. The rich, dramatic tones of the season served as the foundation to let movement, connection, and product performance shine through. 

Built from technical fabrics, articulated forms, and a tapered fit designed to move with a dog’s natural stride, we highlighted all of the above with a simple, position-defining statement: Made to move. Made to fit. Made to last.

What began as a seasonal launch evolved into overhaul of our content approach, aligning paid media, retail, DTC, Amazon, and CRM touchpoints under one cohesive creative system. This led to our highest CRM click-through and conversion rates of the year, improved fit communication and reduced product returns, and consistent, elevated storytelling across every consumer channel