Creative Direction & Collaboration
With a talented production and execution team, we created a series of commercial spots that reframe the way we think of cannabis.
Project Overview
After launching a successful rebrand of Viola’s premium flower line, my team was tasked to bring the Viola Vibe System to life with 4 commercial spots.
We wanted to approach the idea of “taking a smoke break” from a new perspective. Working in the cannabis industry, you come up against a lot of negative stereotypes - these 4 commercial spots target those ideas and reframe how cannabis is an additive to your life and well-being.
My Contribution
My research for this project began by looking through successful alcohol and nicotine campaigns. I have always been fascinated by the audacity that runs through them to sell you the supposed benefits of substances that have scientifically been proven to be harmful. As a big believer in the wellness aspect of the cannabis plant, I wanted to use this project as an opportunity to change the narrative of cannabis in the mainstream space. As is with most things, intention setting is what makes your experience with cannabis powerful. So with these four spots, I created an overarching storyline that begins with each individual identifying an issue and overcoming it with the help of their choice of cannabis product. This notion is most present in our Lights Out spot, showing a woman whose self-care routine is interrupted by the business of her environment but overcomes this issue by centering herself and using Viola’s Lights Out strain to zero in on her purpose for the moment - isolated meditation. Our team was ecstatic with the results of this shoot and working with Basewood was an absolute dream, as they made our vision come to life.