In the spring of 2014, PetSmart introduced a new service that provides “styling” one’s pet: Pet Expressions. The effort was handled by Golin-Harris, PetSmart’s public relations partner. They engaged fashionista Kelly Osbourne to launch the new service. Boom joined forces with PetSmart’s in-house agency and with Golin to produce a web video, which appeared in social media and PetSmart’s YouTube channel.