“Dark to Light” tells the true story of Liz Oleksa, a single mother struggling to raise her son while her eyesight deteriorates. When she does go blind, she thinks her life is over.

Until a dog changes everything.

This film doesn’t just tell Liz’s story, it forces viewers to experience her world.

In order to mimic Liz’s experiences as a blind person, a significant portion of the film is spent in darkness. Immersive sound design disorients the listener while giving them a sense of her heightened hearing. The experience is designed for viewers to feel what Liz feels during everyday situations from cooking dinner to crossing the street.

“Dark to Light” first rolled out in the United States across Pedigree’s social media pages on YouTube and Facebook. The unique craft of the film was intended to create a wave of media coverage and social sharing.

We also partnered with relevant, top-performing video platforms like Unruly, natively integrating the video within custom content and proven social extensions. We chose to work exclusively with environments that evoked emotion and trust in order to drive meaningful video views that helped to solidify the emotional connection between dog lovers and Pedigree.

As the second installment in the Learn from Dogs film series, “Dark to Light” released shortly before the Cannes submission deadline. So far, the results, though they are not incredible numbers, are incredibly positive. And an ongoing media strategy focused on driving action-driven, opt-in video views guarantees more meaningful engagements and emotional connections with dog lovers.

Feed the Good launched globally last year and in the U.S. in January 2016. “Dark to Light” is yet another powerful extension of the campaign, and explores the profound impact a dog’s companionship can have on our lives. Sales in the U.S. have continued to climb since the campaign launch and public reception of the expanding campaign idea has been extremely positive.