PETSMART | BEN LAPIDUS

creative director | Timeline Industries, 2026

Is it Pet Smart or Pet’s Mart? The question was enough to make my good friend Ben Lapidus go berserk on the insanely hilarious and original hardcore song he wrote, performed and produced. Sitting in my studio, we hatched a plan for a social campaign around conspiracy tropes focused on Ben being a “PETSMART Truther”, and when the videos started to go mega-viral, we capitalized in the only appropriate way: by holding the PETSMART Rally for Truth, a concert in the parking lot of a Sherman Oaks PETSMART. It unfortunately proved to be one of the most affective American political protests in decades, attracting John Legend, Chrissy Teigen, local and national coverage and a profile in Ad Age. Sometimes the biggest campaigns are the ones friends come up with hanging out on the couch.