Universal Pictures wanted us to create some noise outside of traditional media for the release of The Secret Life of Pets. The film focuses on the adventures of Max the dog and his pals, home alone and loose in NYC. We needed to bring that concept to life in a new and interesting way that was relevant to a young, global audience.


What do pets get up to when home alone? We devised the Secret Life Challenge to find out. Top lifestyle vloggers from all over the world were given trailer content for inspiration, GoPros and various other props to help them to set challenges for their equally famous pets.

Good boy

The influencers really loved the idea, shooting and cutting their videos into unique, genuine piece of content that revealed the secret life of their beloved pets. And over 1.1 million of their followers agreed.