Bangkok agency WORK! WORK! and Deserve create campaign where pets run the show
WORK! WORK!, a newly launched creative and entertainment agency in Bangkok, has released a new campaign for Deserve, a premium holistic pet food brand.
In Thailand, where more and more people treat their pets like children, Deserve uncovered a powerful insight no brand had tapped into yet: the chaotic yet tender reality of living with “fur babies.”
Instead of showcasing perfect poses or obedient tricks, Deserve chose something more honest — real life.
The brand launched an open casting call, inviting everyday pet parents to submit their beloved dogs and cats — not as performers, but simply as themselves. No professional animal actors. Just pets, straight from real life.
Armed with a camera, some kibble, and the kind of unpredictable energy only pets can bring, the team captured a completely unscripted shoot. Animals ignored cues, walked off set, and even peed and pooped on camera — and none of it was edited out. Because Deserve is all about embracing the real, fresh moments that define life with pets.
The result is a brand film titled “Real Fresh Moment” — a tribute to the unscripted joy pets bring, and a product made from real fresh deboned meat, with no by-products.
At the heart of the story is the line: “Our baby, always the cutest.” Even when they do everything wrong, they’re still everything to us.
But the journey didn’t end with the film — it started there. The campaign rolled out with behind-the-scenes TikToks, KOL integrations, and reels capturing real pet parents reacting to the film.
Because Deserve doesn’t just feed pets. It celebrates them. #ForEveryDeserveMoment
Credits
Brand: Deserve Petcare
Advertising Agency: WORK! WORK!
Chief Creative Officer: Wikorn Rojarayanont
Creative Director: Prasert Srivarintr
Copywriter: Wikorn Rojarayanont / Prasert Srivarintr
Art Director: Prasert Srivarintr / Wikorn Rojarayanont
Account Director: Tanut klinkesorn
Account Manager: Eakkasith Kosumsawad
Strategic Director: Jongkoch Dusittanakarin / Pareena Rachjaibun
Producer: Sophaphat Kungwarl
Production House: Human.Human
Director : Komsan Yamchuen (Ake)
Asst.Director 1: Yemenz Siwawut Sewatanon
Asst.Director 2: Chaimongkol Sawat
Producer: Wanlop Rungkumjad
PM: Marvel Mareeya
Cinematographer: Chaiyapreuk Bank Chalermpornpanit
Cinematographer 2: Kritsadoy
Gaffer: Kokoe Veerasak Kernklang
Sound Man: Sarawuth Panta
Art Director: Sattrawut Klomkleang
Stylist: Nata Sato
Make up Artist: P’Tum
Hair Artist: P’Ake
Location: Kwangz Nisakorn
Editor: Ked Getty
Post-Producer: Varinthorn Penvajeekul (Ball)
Telecine: One Cool Production (Tae)
VTR: One Cool Production (Jack)
Sound Mix: Sound Space
