Transamerica & PetSmart Collaboration
A warm, approachable pitch video that helps simplify Transamerica’s value proposition for PetSmart through clear, friendly visuals. The animation reinforces Transamerica’s understanding of PetSmart as a company while opening the door to a meaningful collaboration.
*Project completed while subcontracting with Atria
The Idea
Transamerica set out to create a heartfelt pitch video aimed at securing PetSmart as a partner. The piece needed to communicate genuine care and alignment while staying true to Transamerica’s brand guidelines, blending an inviting tone with a polished, client-focused message.
The Process
Transamerica’s visual identity is built around simple geometric forms, which opened the door for a playful, expressive animation approach. To set the tone, the opening line—“Care connects us”—inspired the idea of using a bouncing, energetic shape that moves like a dog toy before transforming into a child with their pet. This established a warm, personal foundation while staying true to Transamerica’s brand guidelines.
From there, the story expanded through a series of colleague-submitted pet photos and collages, reinforcing the message that PetSmart already has a meaningful presence within Transamerica’s community—even before becoming a client. By combining shape-driven motion, heartfelt imagery, and approachable storytelling, the video communicates Transamerica’s desire to support PetSmart employees with high-quality benefits and demonstrates the company’s genuine connection to the people (and pets) behind the brand.
The Result
The video was a hit within Transamerica’s marketing team—employees said they rewatched it repeatedly. PetSmart responded incredibly well to the playful, heartfelt direction, which revealed a more uplifting side of Transamerica while still supporting their brand.
