Pennington is a brand under Central Garden & Pet that specializes in wild bird products, lawn care, and garden supplies.
Campaign
Fifteen years after Milford first brought Pennington’s birds to life with joyful birdsong, Lisa Barnes, Head of Marketing at Central, knocked on our door with a new challenge: to breathe new life and fresh energy into the singing birds for an upcoming campaign with Pennington and Walmart.
The campaign was split into two distinct directions: one commercial focused solely on brand awareness and two others centered around product offerings. This required a clear difference in message and tone.
Pennington
Client
Production Co.
Director
Central
Milford
Kim Hagen-Jensen
The brand awareness piece called for a more nuanced narrative with emotional resonance,
The product-focused spots needed to be more direct and action-oriented, emphasizing clear statements over emotional storytelling.
Pennington
Client
Production Co.
Director
Central Garden&Pet
Milford
Kim Hagen-Jensen
The product-focused spots took the opposite approach. fast, direct, and action-oriented. Clear messaging over emotional storytelling, built to highlight product benefits in seconds.
The product-focused spots took the opposite approach. fast, direct, and action-oriented. Clear messaging over emotional storytelling, built to highlight product benefits in seconds.
Campaign
Fifteen years after Milford first brought Pennington’s birds to life with joyful birdsong, Lisa Barnes, Head of Marketing at Central, knocked on our door with a new challenge: to breathe new life and fresh energy into the singing birds for an upcoming campaign with Pennington and Walmart.
The campaign was split into two distinct directions: one commercial focused solely on brand awareness and two others centered around product offerings. This required a clear difference in message and tone.
Pennington
Client
Production Co
Director
Central Garden & Pet
Milford Animation Studio
Kim Hagen-Jensen
The brand-awareness film aimed to spark emotion, making the birds instantly relatable and memorable.
The product-focused spots took the opposite approach. fast, direct, and action-oriented. Clear messaging over emotional storytelling, built to highlight product benefits in seconds.
Acting
Since this campaign was created exclusively for the U.S. market, performance became key. Acting styles can vary significantly between the U.S. and Europe.American audiences respond to bold, expressive acting, full of energy and emotion. European audiences, by contrast, connect more with restraint and subtlety. Understanding that difference shaped how we guided delivery, tone, and pacing to make sure the films connected instantly with their audience.
Acting
Since this campaign was created exclusively for the U.S. market, performance became key. Acting styles can vary significantly between the U.S. and Europe.American audiences respond to bold, expressive acting, full of energy and emotion. European audiences, by contrast, connect more with restraint and subtlety. Understanding that difference shaped how we guided delivery, tone, and pacing to make sure the films connected instantly with their audience.
