Does your pet have what it takes to be on television? Do you know where to find the trendiest products for your BFF? Join forces with other pets and the people who love them at AnimalPlanet.com/TheSpot where you can upload pictures, get news, play games and submit your pet for shows and on-air gigs.

To direct the attention of pets and their owners to Animal Planet’s new Web site, New York-based creative services agency Blue Room created a series of on-air promos, including :30 and :15 overview promos and a :10 spot for a Web site section called The Casting Couch—where pictures of a pet can be submitted for a chance to get on television. The promos began airing July 11.

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“Taking a cue from the portraits on the Web site, we made the pet the central figure of the frame and shot a series of pet/people duos in front of bright, heavily textured backgrounds. We chose to use the RED camera in order to get the really rich, saturated look we were after, and we went with a shallow depth of field and a high shutter speed to further emphasize the animals and to capture all of the crisp details of their fur and whiskers,” explains Lauren Muir, Blue Room senior producer/writer.

“These spots have a deceivingly low-fi aesthetic, and we went a long way to capture the warm vintage quality of Animal Planet’s wonderful portrait photography. Finding the correct music to suit any spot can be a daunting and arduous process, and this case was no different. We eventually composed an original song, a fun and quirky indie tune with lyrics that anthropomorphized the pet’s desires, and found that it gave the whole spot an unexpected giddiness that really put it over the top,” adds Blue Room creative director Brian Aumueller.

“We are thrilled with the results of the campaign, with traffic to ‘The Spot’ doubling since the promos launched and submissions increasing through the roof—ten times what we were getting prior to launch,” says Victoria Lowell, Animal Planet’s senior vice president, marketing & operations.