Whiskas Catstacam

Whiskas wanted to prove their cat credentials to pet parents - and give owners insight into what their furry mates get up to when they’re not licking themselves.
We didn’t want to just say it, but create something genuinely useful (and a bit ridiculous). So we designed and built Catstcam: an Instagram-enabled camera made for cats.

The thinking was simple: If cats rule the internet, why are humans still holding the camera?

From the start, this was a design problem, not a tech flex.

We obsessed over:

Cat-eye POVs (low, curious, chaotic)
Hardware tough enough to survive claws and chaos
An interface so simple a cat could “use” it (accidentally, obviously)

The result was unfiltered, uncomposed, cat content, all shot by the talent themselves.

A brand proving its credibility by building something useful, not broadcasting.

Still one of my favourite examples of product, brand and idea collapsing into the same thing.

Head of Design: Tim McPherson