Bernie Dog Casting Call

Miles Browning

Wheatpaste Poster Campaign

A street poster campaign for Sabah built around one question: does your dog look like this shoe? Bernie is Sabah's curly shearling slipper, so we went looking for real dogs who look just like it. Picked pups get invited to a casting call and featured in an upcoming Sabah campaign.

I designed the poster and co-created the whole campaign with Fernanda Braniff, Sabah's other marketing intern. The poster sets Bernie next to a curly poodle, asks the question in big blue type on a cream background, and ends on one clear ask: submit your dog to dogs@sabah.am. Then we wheatpasted it on walls all over SoHo.

The campaign runs through November 2026. Results, and the dogs we cast, are coming soon.
Client — Sabah
Role — Poster design, campaign co-creator
Campaign — Co-created with Fernanda Braniff
Location — Wheatpasted around SoHo, New York
Running — November 2026