Greenies’ new Smart Essentials dog food needed more than just good ingredients—it needed approval from the dogs themselves. To bring this idea to life, we created the Greenies Dog Interpreter: an AI-powered experience that turns tail wags into “reviews,” using GenAI and Amazon Rekognition.
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As lead product designer, I helped craft a playful, multi-platform experience that gave dogs a voice—engaging pet parents across Amazon.

Mostly known as a dog dental care and treats brand, Greenies wanted to create awareness around their new Smart Essentials dog food launch. It was important to keep our campaign fun, distinctive and true-to-brand without creating confusion with Greenies treats. To drum up excitement, the campaign had to be as innovative as the product itself.

How might we introduce Greenies’ new dog food in a way that’s fun and innovative, while clearly distinguishing it from their well-known treats?

Pets are reflections of pet parents’ identities! So much so that when it comes to pet food, they feed their pets foods that seem healthy and premium to themselves. However, because dogs can’t speak, one way to taste test dog food is based on owner perception of how their dogs enjoy the food (tail wags, eating speed, lips licked, tippy tapping paws, etc.). So...in addition to having good ingredients, a dog food brand also needs the clear approval of furry companions before any dog parent can trust the brand long-term.

When it comes to dog food, the most authentic reviews should come from the dogs themselves! In a tongue-in-cheek, first-of-its-kind way, we turned tail wags into words, enabling dogs to ‘write’ their own Amazon review of Greenies Smart Essentials using a magical modern tool*: the Greenies Dog Interpreter. Using real-time generative AI on Amazon Bedrock and Rekoginition technology, customers can open the Amazon app to scan their dogs while they eat Greenies dog food to generate a “review”. We also brought dog reviews to life through custom videos featuring some esteemed canine critics that live on the brand store, STV, OLV, and Prime Video. Other Amazon touchpoints include audio ads and DSP media.

*While the Dog Interpreter can't actually read dogs’ minds (yet...) the tool gives dogs a fun voice to inspire dog and parent connection.

We created a connected, cross-platform experience that guided users seamlessly through the campaign while aligning with business goals and technical constraints. Below are six key experience pillars that brought this vision to life：

This campaign marked several firsts for Amazon Ads and Brand Innovation Lab:

Its success led to continued partnership with Greenies, launching Doggie Double (Q4 2024) and Doggie Doubles 2.0 (Q2 2025) as follow-up campaigns.
The project was also featured in Amazon Ads case studies (The GREENIES™ brand gives a voice to dogs) as a leading example of GenAI-driven brand storytelling.