The idea was to show that being a good pet parent can start with the smallest of steps that can lead to a lifetime of rewarding companionship.

"Border dogs" are strays inhabiting the inhospitable desert between the US and Mexico. Our Dogumentary tells the story of retiree Susan, an outsider from New York living by the US/Mexico border, and her dog Karma. Karma was living in the harsh wilderness of the border until Susan found her and took her in. At first, Susan figured a pet would help her deal with her feelings of isolation. What Susan didn't expect was that Karma's recovery would coincide with her own as the two, both found purpose and a healthier lifestyle rescuing other border dogs.

IAMS Dogumentaries were shot over a three-day period, with real people and dogs (not actors) in their homes and surrounding areas. Everything was created on a lean timeline – within three weeks of camera wrap, we had a final cut. A week later, it was live on YouTube, Facebook, Instagram and Twitter with tailored video formats for each platform. We captured our content with a mobile-first focus. On Facebook, we developed a beautiful canvas ad, which highlighted the specifically vertically oriented footage and still photos captured during the shoot. For Instagram and Twitter, we served a 1x1 cut of the Dogumentaries to blend in seamlessly within native mobile feeds. Where applicable we created versions using graphic supers to augment a sound-free environment. For YouTube, we went standard 16:9, knowing that people don’t mind flipping their phone on that platform. We supported it at scale, with a robust media plan across

More than 23 million people were reached by IAMS Dogumentaries and inspired over 5,000 meal donations (1,800 pounds of food) in the areas surrounding the city of Nogales which lies on both sides of the US/Mexico border.