RUF is a premium dog treat brand rooted in premium ingredients, thoughtful sourcing, and elevated, sustainable packaging. For the launch campaign, I developed the concept and visual direction from start to finish, pairing Victorian-inspired styling with a modern edge. I led the art direction, set design, styling, photography, and full campaign production. The goal was to position RUF apart from the brightly colored, plastic-heavy branding commonly seen across the pet industry.