Curaleaf
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I established and managed Curaleaf's in-house creative studio during a period of critical strategic transformation. Our team served multiple brands, inclusing Curaleaf and Select.
For the flagship brand Curaleaf, our goal was to create a major shift in perception, introducing audiences to the first ever wellness-focused lifestyle cannabis brand on the national stage. We developed an elevated visual platform to showcase products in a lifestyle setting in a way that had never been done before.
From innovative AR activations to more pop-y and in-your-face imagery and tone we took this cooler, more vibey brand to less subdued, places across product and brand contexts.
Selected Work