Cat Dad Hoodie
Felix Cat Insurance

With fewer than 1% of cats insured in the U.S., Felix Cat Insurance saw an untapped opportunity: build awareness and brand affinity by connecting with the next generation of cat parents, particularly men, who represent a growing share of cat adopters.

Timed to Father’s Day, the Cat Dad Campaign invited proud feline fathers to wear their hearts (and their cats) on their sleeves — literally.


The Big Idea

The Cat Dad Hoodie: A limited-edition sweatshirt with a built-in cat pouch, designed to turn lounging with your cat into a fashion statement. All proceeds supported a feline-focused nonprofit, and the campaign created a moment for modern cat parents to celebrate their bond while discovering a brand that speaks their language.

My Role

Directed the campaign’s visual identity

  • Hoodie Design

  • Art Direction

  • Content Creation

  • Cross-Functional Collaboration

The Cat Dad Campaign earned Gold Honor at the 2025 Shorty Awards in the Insurance category (just behind State Farm) and was named a Finalist in the Pets category. It also received a PRWeek Award nomination for Best Brand Campaign.

The work was featured in outlets like Adweek, People Pets, and The Dodo, helping shine a spotlight on the growing community of cat dads. Most notably, it marked a major milestone for Felix — a brand that launched just nine months earlier with zero social presence or media coverage.

Recognition

We tapped into cultural relevance and shifting consumer behavior by creating a campaign centered around the growing trend of male cat ownership. To bring this to life, we launched a limited-edition “Cat Dad” hoodie with a built-in cat pouch just ahead of Father’s Day.

Our multi-channel approach was designed to meet cat dads where they are, combining a custom microsite, engaging PR assets, targeted paid social, and curated influencer content. We partnered with celebrity cat dad Derek Hough and social media creator Abram Engle and his cat Kurt to expand our reach and lend authenticity.

To foster connection and conversation, we built a sense of community through the #CatDadClub, encouraging user-generated content and playful social interaction.

Social Media