The nature of the product is preventative, so what is preventing by giving dogs glucosamine? The deterioration of their joints - which leads to poorer movement quality.With that, our team went to concepting. From the get-go, we knew we'd want to tie the branding into nature, given that it's a health product. This meant forest, livid scenery, and animals.P&B had asked us to mention a few benefits and features, but really keep it more about the relationship between dog/down owner. And to focus on the emotion or pain of watching your dog age.The end result is one of our favourite animal-oriented videos that we've gotten to make.