Case Study

Subaru’s “Make a Dog’s Black Friday” Campaign


“Make A Dog’s Black Friday” #optoutside

Video Shoot: 2.3 million views


I was hired to produce and direct a social media video shoot for Subaru’s “Make A Dog’s Black Friday” Campaign. Subaru is a major contributor of the ASPCA and on Black Friday 2016, they joined forces with REI Outdoor Outfitters to create a viral video that gave NYC shelter dogs one of the best days of their lives. The purpose of the video was to encourage people to share photos of their dogs enjoying the outdoors on Black Friday with the hashtags #OptOutside and #MakeADogsDay. For every photo shared Subaru would make a donation to the ASPCA.  


A fleet of 30 Subaru Outbacks were sent into New York City to pick up 30 dogs from shelters and take them to Bear Mountain State Park in upstate New York where the dogs would get a great day in the great outdoors. It was a major production of over 75 people including 30 dogs, 30 handlers, 30 drivers, my crew of 10, three videographers and a two-person drone team.



It came together beautifully with amazing results for Subaru. The video received over 1.2 million views in three days and received a web video award! One of the two final videos received a total of over 2.3  million views and brought great awareness to the ASPCA as well as Subaru’s newest line of Outback vehicles.

An excited Manhattan ASPCA shelter dog getting ready to jump into a Subaru Outback to head to Bear Mountain State Park in Upstate New York.

That is one happy dog heading to the park.

Sunrise over Bear Mountain State Park.



30 dogs

30 handlers

a fleet of Subaru outbacks

25 members of the cast and crew

3 videographers

2 Drone Operators

2.3 million views

web video award


Setting up some shots as the fleet of Subaru’s come into Manhattan to pick up rescue dogs.

Testimonial interviews at the NYC ASPCA.

The fleet of Outbacks entering Bear Mountain State park in Upstate NY.

Getting steady cam shots of trail hiking with the dogs.

On top of Bear Mountain shooting some close ups.

A beautiful backdrop for some location interviews.

You guys nailed it!
The footage was perfect. Emotional. Artful. Real and honest.
Thanks again for all your hard work, and talent.
— Carmichael Lynch

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