Pedigree Lucas Shannon 2025

About

Pedigree presents a commercial campaign directed by Lucas Shannon that contrasts classic melodramatic cinematic tropes with the reality of pet adoption. Set within an animal shelter, the narrative centers on an interaction between a woman and a dog, utilising raw live-action techniques to shift from stylized tension to a grounded, lighthearted resolution. The production leans into a cinematic aesthetic, captured through soft lighting and a muted, institutional colour palette. The project was developed by agency partner BBDO New York, with production handled by Landia - Los Angeles. Post-production and VFX services were provided by La Posta and Company 3 NY, while the film's sound and music identity were established by Human and Sonic Union.