The 4/20 campaign art direction reimagines a cultural holiday rooted in cannabis rituals and adapts it for the cannabis seltzer category, extending seamlessly across webpages, social media, email, and paid ads. Instead of leaning on traditional smoke-driven visuals, the creative direction evokes the hazy, euphoric headspace associated with the day through motion blur, soft focus, and layered lifestyle photography. Typography is anchored in playful lines like “sip, sip, pass” and becomes a unifying brand element across all channels, reinforcing the ritual of sipping over sparking. On webpages and paid ads, the design highlights bold product imagery and clear calls-to-action, while social and email executions lean more into storytelling, showing both solo moments and group occasions. Across platforms, the look and feel strike a balance of fun, approachable, and elevated while positioning THC seltzer as the modern way to celebrate 4/20.

I led the creative vision and execution for a multi-platform marketing campaign, producing website hero banners, paid ad suites (Meta, Google, X), organic social content, and email creative direction. Managed vendor collaboration and ensured brand cohesion across all deliverables.