Fussy Cat

The pet food aisle is a battleground dominated by global giants with deep pockets and established brands. For Fussy Cat, the challenge was to cut through the noise and build relevance in a category where the brand was largely unknown.

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The insight was simple: cats are inherently fussy. Their love is earned, not given - which makes it infinitely more valuable.

The campaign brought this idea to life through George, a fabulously fussy cat who was given the keys to Fussy Cat’s social channels to demand great taste on behalf of the cats of Australia.

Creating George with AI

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George wasn't simply a cat appearing in social content - we created a digital character with his own personality, voice and point of view.

We developed a detailed character profile for George, defining his personality, attitude, mannerisms and distinctive sense of humour. Using this as the foundation, we trained and developed an AI model around George, allowing us to consistently recreate and extend his character across a large volume of social content.

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We filmed an extensive library of George, which became the foundation for the campaign. Using AI-generated video and AI voice technology, we were able to make George talk, react and interact with the audience, turning a real cat into a scalable social character.​

This AI-led approach allowed us to produce a constant stream of content while keeping George recognisable and consistent across the campaign — making him more than a campaign asset, but a character that could genuinely own the brand's social presence.

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My role across the campaign included:

• Led offline editing across the campaign, turning the George footage library into character-driven social content.

• Helped develop and shape George as an AI-powered character, working from his defined personality and visual identity.

• Created AI-generated video, bringing George to life and enabling him to talk and interact in ways that would not have been possible through traditional production alone.

• Created AI-generated voice-over, giving George his own recognisable voice and personality.

• Handled sound mixing and audio cleanup, combining production audio with AI-generated dialogue.

• Completed colour grading to create a consistent visual treatment across the content.

• Created and integrated motion graphics to support the storytelling and strengthen the social-first visual identity.

CREDITS

Client.......Fussy Cat
Prod co.......Connecting plots

OFFLINE EDITOR.......Emma Sundin