72 jumbo posters, four rounds, six neighborhoods. We pasted them as close to the sidewalk as each wall allowed, so a dog could sit in front of one and get its picture taken.
How it happened, phase by phase.
Phase 01
Most posters go up at eye level. This one had to work at nose level. The Dogist wanted people to stop, sit their dog in front of a poster, take the shot and post it, so the whole campaign was built around the photo.
We pasted every jumbo as low to the ground as the surface allowed, bottom edge right down at the sidewalk. Low enough for dogs and owners to take photos right in front of them. That is what made this run stand out on the street.
Phase 02
The posters were unique to this campaign. Three designs ran side by side: THE DOGIST COMPANY, with a man hugging two dogs; FOR VERY GOOD DOGS, a giant tub of The Dogist Vitality supplement; and THE BEST DOG, ACTUALLY., a yellow sheet with a big blue arch that reads like a photo set.
That third poster does the asking. "Sit. Stay. Pose." sits at the bottom of the arch, with "Post & tag @thedogistcompany" and a QR code to scan for a chance to win a photoshoot with The Dogist. The dog fills the arch. The phone does the rest.
Phase 03
We met The Dogist's content team in the West Village at 10am on September 29 with our installer. They filmed and photographed the install as it went up. Within the hour, people and dogs were already gathering at the wall with their phones out.
Phase 04
72 jumbo posters at 48x72 inches, split into four rounds of 18: the launch plus three weekly refreshes. New posters went up each week so the walls stayed fresh and the people walking those blocks every day had a reason to bring the dog back.
Phase 05
Six neighborhoods, picked for dog traffic. Flatiron near Barkhouse. Greenpoint near McCarren Park. Nolita. The West Village. Central Park and Prospect Park, at entrances popular with dogs.
In Greenpoint the set went up beside the Nassau Avenue subway entrance. On the Brooklyn side of Prospect Park the walls ran along Flatbush Avenue. In Nolita the posters hit a cobblestone corner, and in the West Village they took over a red brick wall on a street corner.
Phase 06
The Dogist's Instagram has about 7.4 million followers (checked October 14, 2026). Every photo taken in front of a poster had a path straight into that audience. The street put the backdrop in front of the dogs. The feed was built to carry it everywhere else.
Every dot is a spot the crew photographed, across these areas:
The client
The Dogist Company makes Vitality, a daily antioxidant chew for dogs developed with board-certified veterinary nutritionist Dr. Angela Rollins.
thedogistcompany.comTap what fits, add a city, send. Ranges are fine; we firm it up together.