Let’s Bring Your Brand to Life

Brand development, campaign strategy, scripting, and AI video production.
Concept, direction, copywriting, and edit by Peter Slaney. Imagery and video AI-generated.

A self-initiated concept campaign created for Shabby Fabrics, an established online quilting brand founded by Jennifer Bosworth. I developed Shabby, a quilted-patchwork brand mascot, and built out the full campaign around her, from a single idea through a finished hero film and a complete set of social content, as a pitch for how the brand could grow.

The work started with the audience. Shabby Fabrics sells to quilters fifty and up, mostly women in their sixties who treat handmade as personal and prize authenticity over novelty, and whose days already run on YouTube tutorials and Facebook. So I researched the dogs this audience actually loves and built the mascot around the answer: the Cavalier King Charles Spaniel, the breed most consistently recommended as a companion for older adults, gentle, affectionate, and instantly familiar to them. Every decision after that was made for how this group engages, warm and unhurried, and for the short-form feed where the brand needs to reach the next generation of quilters.

From there I built the character around one idea: a dog made of the very thing the brand sells. Shabby is stitched entirely from patchwork quilts, so the mascot is the product, and every frame she appears in is a fabric showcase by default. The strategy underneath her solves a real problem. The brand's marketing runs almost entirely on its founder being on camera, which caps how much it can produce. Shabby is content that scales past the founder's time and becomes ownable IP the brand could extend into fabric lines, kits, and merchandise. And she never competes with Jennifer. Every adventure Shabby goes on is designed to drive engagement and then lead straight back to the founder, her tutorials, and her kits. Sidekick and doorway, never a replacement.

On production, I scripted and directed the origin film, the moment Shabby is cut, pieced, sewn, and brought to life from bolts of fabric, generated the imagery and video with AI, then edited the final cut with a full sound design pass, music, sewing-room texture, and a warm voiceover that closes on the line "Every Shabby quilt has a little life sewn in." The concept extends into six 4:5 social ads spanning the brand's real product lines, kits, block of the month, precuts, seasonal, notions, and free tutorials, with copy written to a consistent headline, brand, and CTA structure.