creative direction
I established and directed a 20-person in-house creative studio during a period of critical strategic transformation for the brand. Our goal was to create a major shift in perception, introducing audiences to the first ever lifestlye 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.
During my time leading the studio sales increased 166% (from $165M to $312M.)
projects
