Case Study: Chewy.com

Getting creative with e-commerce unicorn. // Product Photography // Ft. Lauderdale, FL by Javier B. Edwards

Posted On

June 16, 2024

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Author

Javier B. Edwards

Overview

💡 In 2017, Chewy was acquired by PetSmart for $3.35 billion, at that time, this was the largest ever acquisition of an e-commerce business, ever. 💰

In 2019, I stood inside the New York Stock Exchange as the opening bell rang - with a team of “originals” who’d grown with the company to that point. I joined Chewy right out of college in 2014 and within a year, I’d  carved out a photography role within the growing startup. I would say I became a creative “professional” at Chewy.com. It was here where I developed a mastery in commercial product photography and creative direction.

I spent thousands of hours creating, translating and executing creative briefs for a wide array of stakeholders.

What I Learned


Every day a new challenge was presented  - but it was also an opportunity to learn something new. The spirit of the environment made it a wonderful place to learn and fast.

I learned and exercised a mature understanding of complex lighting, set design and cross-functional collaboration, as well as industry
insight on how to execute product photography at a high level.

I also learned how to be an effective communicator and leader in a diverse, fast-paced creative environment.

In Reflection


Chewy Studios is bonafide in-house agency - it was a high-octane, fast paced experience. Week over week, was multiplied growth - imagine 7 years of nonstop growth and multiplied exposure. I learned excellence under pressure.

I learned how to create the standard - I learned how to collaborate and inspire other to push beyond comfortability.

I was able to carve out an opportunity and forge my own creative path by leveraging patience and creative problem solving.

It was here that I was truly forged in to a creative leader.













Javier B. Edwards is a visionary creative producer and the founder of El Roi Studios. He expertly crafts comprehensive content systems and delivers striking, emotive photography and video tailored for e-commerce and dynamic campaigns. Renowned for his operational precision and transparent communication, he adeptly guides teams from initial brief to final delivery—ensuring projects are completed on time, within budget, and designed for scalability.