Orijen debuts the world’s most extreme unboxing
Orijen brand and TDA Boulder turn an influencer unboxing into a 12,000-foot brand statement.
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In a fresh pet food category increasingly defined by picture-perfect serving shots, Orijen Brand, part of Champion Petfoods, and TDA Boulder saw an opening to do the opposite.
To launch Orijen Freshprey, the brand’s new fresh dog food line, TDA Boulder created The World’s Most Extreme Unboxing, a campaign that pushes the familiar influencer reveal format well beyond its comfort zone. Instead of another countertop product reveal, the brand partnered with outdoor creators Wander with Willow and headed into the Red Mountains outside Ouray, Colorado, where the team snowshoed and skinned to 12,000 feet to unbox the product above treeline.
The campaign was designed to introduce Orijen Freshprey not just as a new entry in the growing fresh pet food segment, but as a signal of how Orijen intends to show up in the category: with a more rugged, adventure-led expression of fresh nutrition that reflects the brand’s longstanding Wholeprey philosophy and Biologically Appropriate approach.
“Fresh pet food advertising has started to look and feel interchangeable,” said Jonathan Schoenberg, Co-Owner & ECD, TDA Boulder. “A lot of the category codes lean heavily on at home kitchen aesthetics and domestic lifestyle cues. The launch of Orijen Freshprey gave us the opportunity to break from that sameness and create a launch that feels true to the product, true to the brand and true to the people it’s speaking to.”
The hero film follows Wander with Willow (Courtney and Mike) alongside their wolf-hybrid companions, Gryffin and Luke, as they trek through snowy alpine terrain in search of the Orijen signature red cooler. At the summit, they reveal Freshprey against a dramatic mountain backdrop that mirrors the ambition behind the launch.
Credits
View on- Agency TDA Advertising & Design/Boulder
- Production Company Oliver
- Director Oliver Sutro
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Credits
View on- Agency TDA Advertising & Design/Boulder
- Production Company Oliver
- Director Oliver Sutro
- Post Production Lockt
- Music Walker
- Executive Creative Director Thomas Dooley
- Executive Creative Director Jonathan Schoenberg
- Creative Director Jeremy Seibold
- Associate Creative Director Mia Nogueira Hearne
- Associate Creative Director Sean Wright
- Copywriter Kyle Rathod
- Art Director Mckenzie Jenkins
- Executive Producer Dennis Di Salvo
- Line Producer Erin Greenwood
- DP Chris Cresci
- Editor Marcello Sanna
- Post Producer Nicole Johal
- Colorist Joao Homem
- Audio Mixer Eric Crepeau
- Music Producer Danielle Soury
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TDA Advertising & Design/Boulder
- Production Company Oliver
- Director Oliver Sutro
- Post Production Lockt
- Music Walker
- Executive Creative Director Thomas Dooley
- Executive Creative Director Jonathan Schoenberg
- Creative Director Jeremy Seibold
- Associate Creative Director Mia Nogueira Hearne
- Associate Creative Director Sean Wright
- Copywriter Kyle Rathod
- Art Director Mckenzie Jenkins
- Executive Producer Dennis Di Salvo
- Line Producer Erin Greenwood
- DP Chris Cresci
- Editor Marcello Sanna
- Post Producer Nicole Johal
- Colorist Joao Homem
- Audio Mixer Eric Crepeau
- Music Producer Danielle Soury
The approach reflects the audience the Orijen brand is targeting: dog owners who believe minimally processed food is best, seek clean nutrition without fillers, and see time outdoors with their dogs as part of their identity. While many fresh pet food brands continue to frame mealtime through the lens of modern domesticity, Orijen wanted to root the launch in the shared spirit of exploration between pets and their people.
“For us, this is more than a product launch,” said Mark Fannin, Global Vice President of Orijen. “Freshprey reflects years of passion and research, and this campaign captures the lengths we’re willing to go to deliver something exceptional for pets. It’s a bold expression of our belief that dogs deserve protein-rich, Biologically Appropriate nutrition that supports vibrant, active lives.”
“The Champion Petfoods team put in the hard work to craft this category defining fresh pet food , so it seemed only fair the influencer does the same to get a free sample,” said Jeremy Seibold, Creative Director at TDA Boulder.
Orijen Freshprey is made with nutrient-dense Wholeprey ingredients including meat, organs and bone, with animal ingredients listed among the first five ingredients. The line is gently steam-cooked and crafted to deliver Biologically Appropriate nutrition in recipes designed for pet owners seeking a minimally processed fresh option.
The production itself matched the ambition of the idea. Client partners, agency team members, director Oliver Sutro, production crew, safety guides, creators and dogs all traveled above treeline in winter conditions to capture the campaign on location in Colorado’s San Juan Mountains.
Launching across CTV, online video, digital, OOH, social, influencer and experiential, The World’s Most Extreme Unboxing gives the Orijen brand a distinctly different entry point into fresh pet food, one that swaps category convention for altitude, effort and a clearer point of view.
