Pawsafe No Pull Harness – Anthum 100 Brand Creative Challenge | Anthum

This 30-second vertical video is designed specifically for paid social environments (Meta, TikTok, Reels) with conversion performance in mind. The creative follows a structured framework proven in direct-to-consumer advertising: • Scroll-stopping visual hook (problem vs. transformation contrast) • Relatable emotional setup to build trust • Clear mechanical explanation of the front-clip redirection system • Product-forward visuals with visible hardware and fit • Testimonial-style validation to reinforce credibility • Strong but natural call to action The core objective is to demonstrate not only that the harness works — but why it works. By visually explaining the physics of redirection, the ad reduces purchase hesitation and addresses common concerns around safety and discomfort. This concept is optimized for: • High retention in the first 3 seconds • Sound-off viewing (clear visual storytelling) • A/B testing flexibility (hook variations, CTA swaps, testimonial trims) • Scalability across different audience segments (new pet owners, strong pullers, safety-focused buyers) The result is a creative that feels authentic and platform-native while remaining conversion-oriented and aligned with PawSafe’s brand values: safety, comfort, and trust.

#49 Winner

Created by Alexandra Dekimpe

Contest: Anthum 100 Brand Creative Challenge

Submitted:

This 30-second vertical video is designed specifically for paid social environments (Meta, TikTok, Reels) with conversion performance in mind. The creative follows a structured framework proven in direct-to-consumer advertising: • Scroll-stopping visual hook (problem vs. transformation contrast) • Relatable emotional setup to build trust • Clear mechanical explanation of the front-clip redirection system • Product-forward visuals with visible hardware and fit • Testimonial-style validation to reinforce credibility • Strong but natural call to action The core objective is to demonstrate not only that the harness works — but why it works. By visually explaining the physics of redirection, the ad reduces purchase hesitation and addresses common concerns around safety and discomfort. This concept is optimized for: • High retention in the first 3 seconds • Sound-off viewing (clear visual storytelling) • A/B testing flexibility (hook variations, CTA swaps, testimonial trims) • Scalability across different audience segments (new pet owners, strong pullers, safety-focused buyers) The result is a creative that feels authentic and platform-native while remaining conversion-oriented and aligned with PawSafe’s brand values: safety, comfort, and trust.

Pawsafe No Pull Harness