In an interactive experience, Pedigree uses time lapse photography to show how a consistent diet of good food and care can transform shelter dogs into healthy, happy pets. The brand worked with the Animal Welfare League of Chicago to help document the story of an actual sheltered dog, Duke, in an effort to showcase his transformation after entering the shelter. Viewers can click on a timeline to see a day-by-day slideshow of images of the dog, from week 1 with his ribs showing to finally looking well-fed and healthy. They can zoom in to see close-ups of his body. The site, which was designed by BBDO New York, also features video content documenting his story.