The dream of bringing home a new pet just got a cinematic twist. IAMS™, a proud member of the Mars family of brands, has launched ‘I Want a Puppy/Kitten Studios’—an innovative AI-powered tool that lets users create emotional, fun, and personalized videos. Created in partnership with creative agency adam&eveDDB and powered by Google’s advanced Veo 2 video generation technology, this experience puts everyday Canadians in the director’s chair.
With this tool, anyone hoping to welcome a puppy or kitten into their home can now craft a 60-second personalized video that makes a heartfelt case to their loved ones—whether it’s a partner, roommate, parent, or even an existing pet. Users can customize every detail, from species and breed to the pet’s name and message tone, making each video uniquely tailored to the audience they’re trying to convince.
The idea is rooted in the emotional lengths people go to when asking for a pet—songs, presentations, even grand gestures. Animesh Kumar, Marketing Director at Mars Pet Nutrition Canada, explains that IAMS wanted to turn those heartfelt pitches into something more powerful and accessible. By making the dream of pet ownership more visual and realistic, the brand hopes to inspire more families across Canada to say “yes” to a new furry friend.
To launch the campaign, IAMS helped one lucky individual “pawpose” to his partner during a recent basketball game. His custom video, featuring the puppy his girlfriend had always wanted, was shown on the Jumbotron in front of 20,000 cheering fans—and she said “yes.”
Whether you’ve been thinking about getting a pet or trying to convince someone else, ‘I Want a Puppy/Kitten Studios’ makes the experience entertaining and memorable.
Try it for yourself at: https://www.iams.ca/en-ca/puppykittenstudios
Let your pet dreams play out like a movie—and maybe even bring a new best friend home.
Credits:
Client: Mars Petcare
Brand: IAMS
Project/Campaign Name: I Want a Puppy / Kitten Studios
First Air Date: 10th April
Client: Mars Petcare
IAMS Global Brand Director: Edwin Padilla
Mars Pet Nutrition Canada Marketing Director: Animesh Kumar
MPN Canada Corporate Affairs Head: Samantha Rose
IAMS Global Marketing Manager: Olivia Chlasta
MPN Canada Portfolio Lead: Kate Wallace
MPN Canada IAMS Brand Manager: Christian Philips
MPN Canada Digital Product & Marketing Manager: Shubham Ranjan
MPN Canada Integrated Comms & Media Sr. Manager: Sherry Xie
MPN North America Legal Counsel, Marketing Properties, and Regulatory Affairs: Jonathan Stitt,
Caitlin Smith, Robert Mayers, Jesse Fenton, Jonathan Crider
Mars Global Media: Alicia Wieburg, Lauren Trach
Mars Global Pet Nutrition Corporate Affairs: Nicole Serr
Creative agency: adam&eveDDB
Creative Director: Paul Knott
Chief Creative Officer: Ant Nelson, Mike Sutherland, Rick Brim
Social creative: Phoebe Wright, Matthew Osborne
Creatives: Callum McDonald, Charlotte Upton
Chief Executive Officer: Miranda Hipwell
Chief Experience Officer: Simon Adamson
Experience Strategy Director: Emma Jane Hornsby
Senior Experience Designer: Jeremy Gardiner
Joint Head of Integrated Production: Sally Pritchett
Digital Producer: Frazer Hurrell
Producer: Jessica Middleton
Chief Strategy Officer: Martin Beverley
Head of Planning: Stuart Williams
Strategy Director: Shadi Sarreshtehdarzadeh
Planner: Lucy Wilson
Business Director: Stephanie Taylor
Managing Partner: Charlotte Cook
Account Director: Sarah Hill, Sophie Kelting
Account Executive: Jude Green
Project Management: Lucy Morcas-Wilkin, Rasha Noronha
Senior Legal Counsel: Tom Campbell
General Legal Counsel: Candice Macleod
Business affairs:
Design: King Henry
Editing company: adam&eveStudios
Music: Leland Music
Audio postproduction: Sine
Application Development Service Provider: EPAM Systems, Inc.
Director, ML Consulting and Technical Product Management: Vitali Sizou
Sr. Director, Marketing Consulting: Liz Salway
ML Lead Analyst: Sergei Rogovenko
ML Architect: Vitaliy Zhhuta
UX Designer: Davit Tigranyan
ML DevOps, GCP: Liubomyr Svyshchuk
Back-End Engineering Lead: Ivan Timoshenko
Back-End Engineering Lead: Tim Liakhor
Back-End Engineer: Aleksandr Kravchenko, Yan Zhurych
Front-End Engineer: Aliaksandr Baryskin, Serhiy Demchuk
QA Lead: Hanna Akanishnikava
QA Engineer: Natalia Volchenkova, Anna Shkarban, Vladyslav Selivanov
Director, Account Management: Peter Bagrovets
Media Company: EssenceMediacom
VP, Client Leadership: Kwesi Holder
Account Lead: Ravi Rana
Strategy Director: Sam Fairburn
Strategist: Nelly Al-Fayed
Digital Associate Director: Tammie-Kaye Gregory
Senior Media Planner: Juhita Edvankar
Associate Account Manager, Social: Archit Chhabria
Senior Programmatic Manager: Kshamta Gulati
Digital Investment Negotiator: Kseniia Kharchevnykova
PR Company: Weber Shandwick
Account & Creative Oversight: Melissa Graham
Account Lead: Dana Frank
Integrated Media Strategy Lead: Alana Lipton
ECD: Ben Pobjoy
Operations Lead: Megen Anderson
Director, Integrated Media: Kimia Moslemi
Director, Integrated Media: Stephanie Magnan
Senior Manager, Integrated Media: Brittany Tam
Manager, Influence: Scarlet Schmetter
Senior Associate, Influence: Taya Lafontaine
Senior Associate, Media Relations: Saij Byfield
Senior Associate, Media Relations: Antonia Moga
Creative: Rhys Ker
Google Cloud Platform
Head of CPG Partnerships: Laura Riegert
Mars Partnership Lead: Ian O”Donnell
Mars Google Cloud Principal Architect: Sheetal Desai
Advanced Cloud Solutions for Data and AI: Taige Eoff
Cloud AI Activation Lead: Bernie Milan
Google Advertising
Global Mars Partnership Lead: Alana Kern
Global Mars Partnership: Brian Lucero
