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VCA and Refinery29 Get 'Pet Friendly' with Heartwarming Comedy Series

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Observatory launches the endearing series for the pet healthcare service provider and online entertainment company

VCA and Refinery29 Get 'Pet Friendly' with Heartwarming Comedy Series

Pet care can be pretty serious at times. It can also be seriously funny.

That’s why VCA, a leading provider of pet healthcare services, and creative agency Observatory created Pet Friendly, a new comedy series directed by Whitney Cummings appearing on Refinery29.

Each episode of the series - which premiered on July 25th - follows the awkward and heartwarming stories of veterinarian Dr. Sally and the adopted pets and families she cares for in eclectic Los Angeles.

The first episode is about a dog named Pepper whose life begins to spin out of control as he becomes an internet sensation. The second episode, 'Rocky,' is a story about a shaggy canine who bridges the gap between a single dad and his teenage daughter, while the third and final episode, 'Tonya,' tells the tale of a stray cat breathing new life into a stale marriage.

“At VCA, our top priority is to make sure that we can keep pets healthy and happy in every way possible,” says Bob Antin, CEO at VCA. “Pet Friendly is a positive reflection of the level of care that VCA is committed to providing to our pets and their families, and we’re excited to bring that commitment to life through this video series in a fun, heartwarming way.”

VCA plays a strong role in the communities it serves. It has over 90+ US shelter partners that it works with in order to find a loving and safe home for every ownerless pet. In 2018 alone, VCA raised more than $1M and provided over $1M in pre-adoption medical care to animal welfare organisations.

“Pet Friendly showcases the love VCA has for their clients – both human and animal – through unique and charming stories of modern day pet care with the intent to rouse pet adoption,” says Tony Fur, co-chief creative officer at Observatory. “Working alongside Whitney Cummings, Observatory developed the comedic series as an entertainment property, not a brand spot, and found the perfect partner in Refinery29 whose audience of young women aligns perfectly with VCA’s. We’re excited to show how this unique approach to premium entertainment can be successful for brands, and is repeated.”

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Production Company

Production Company: Caviar Content

Director: Whitney Cummings


Advertiser: VCA

Co-Founder: Bob Antin, Neil Tauber, Art Antin

Director of Marketing Operations: Greg Fiore

VP Social Responsibility and Innovation: Brandon Antin

Brand Marketing Manager: Paige Antin

Consultant: Siena Tauber, Elyse Antin, Chelsea Antin


Music : Kevin Blumenfeld


Edit Company: Loom

Producer: Terry Huynh

Editor: Jack Price and Daniel Flesher

Creative Agency

Creative Agency: Observatory

Chief Creative Officer: Tony Fur

Creative Director: Joseph Saroufim

Copywriter: Charlie Long

Senior Producer: Carly Allen

Senior Art Director: Bianca Pettinicchi

Designer: Maddie Avjean

Brand Director: Sarah Donze

Senior Brand Executive: Samantha Oto


Sound Engineer: Wouter van Herwerden

Audio: Margarita Mix Hollywood

Genres: People, Storytelling, Comedy

Categories: Hospitals, Healthcare and Wellness

Observatory, Mon, 29 Jul 2019 10:35:57 GMT