SoulPancake just released one of its “biggest video projects to date.” Called “Kitten Therapy,” it invites stressed-out individuals to indulge in a videotaped therapy session…that turns into playtime with some of the most adorable kittens you can imagine (okay, all kittens are pretty adorable).
SoulPancake, which Rainn Wilson (of “The Office”) created in 2008, partnered with Purina to make “Kitten Therapy” happen. The video also required some tightly wound volunteers. “We posted up right next to the Los Angeles Courthouse in the heart of Downtown LA — it seemed like a reliable place to find stressed out people,” says SoulPancake’s Lindsay Indermill. Meanwhile, the kittens came from a shelter with a certified trainer.
“Kitten Therapy” aimed to go beyond your average cat video. As Indermill put it, “We are experimenting with a doubly adventurous way to engage with our viewership — a live street stunt to recreate the video and a mobile version of #KittenTherapy for those who can’t make it to the stunt.” In this way, SoulPancake is pushing their content beyond the boundaries of the internet and entering into the realm of live performance.
This kind of large-scale video/performance project won’t be the last put together by SoulPancake. Though there are no plans for another session of “Kitten Therapy” just yet, Indermill called the undertaking “a big guinea pig…for how we can tackle a project as team and stretch our reach with resources.” Thus, “Kitten Therapy” can be seen as a precedent for future SoulPancake content fueled by brand partnerships and unique talent…like a hoard of therapy-giving kittens.
You can watch people receiving “Kitten Therapy” here (or on SoulPancake’s YouTube channel):