The brief

Launch a limited winter drop with a twist: the flavor is a secret. Cannabis brands can’t buy reach — no paid ads, age-gated everything — so organic reels had to carry the entire campaign, and keep people guessing (and buying) for three months.

The world

I built a full campaign universe in an icy palette with a chunky campaign logotype: words written in real snow, a snowglobe, a frozen magic 8-ball that will only say “reply hazy,” an ice cube with something inside, a Google search that can’t finish the question. Eight reels, each a new way to ask the only question that mattered: what’s the flavor?

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Reel 01 — written in snow

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Reel 02 — the snowglobe

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Reel 03 — frozen in the cube

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Reel 04 — the box

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Reel 05 — snow pop-up

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Reel 06 — reply hazy

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Reel 07 — the unfinished search

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Reel 08 — the reveal: Sugar Plum

The mechanic

The pack closed the loop: a QR code — scan to guess the flavor — with prizes for the first correct answers. Social sent people to the shelf; the shelf sent them back to the comments.

The payoff

The comment section became the campaign: a feed full of guesses (“Icy blue raspberry!” “Fruit stripe!” “Tootie Fruity!”), plus the ones every brand wants — “Idk what it is, but I want it” and “just placed my order to pick up after work.” The Sugar Plum reveal post pulled 107 likes and 28 comments, multiples of the account’s typical engagement — attention no ad budget in this category could have bought.

“The best social campaigns aren’t watched — they’re played. This one turned a flavor launch into a game the feed couldn’t put down.”

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Cloud Bar launch reel — 16:9 hero cut

The brief

Launch the Cloud Bar vape line on social with real energy — but with no 3D model and no product photography. All I had were flat brand assets. In a category where every launch reel looks like a template, flat couldn’t mean boring.

The approach

I started on paper: a rough motion map of how every piece should flow through the frame. Then I broke each flat asset down further into “front” and “back” layers, staging them in Z-space so components appear to emerge from the case — a layered illusion of depth that reads as 3D at feed speed.

Layer breakdown — how the flat art gets its depth

Campaign still

“The challenge: use flat assets to simulate a 3D effect. The answer: split everything in two, and let the easing sell the lie.”

The payoff

The client liked the 16:9 reel enough to expand the ask on the spot: a 9:16 vertical cut for their in-store TV displays and a supporting email flyer for subscribers. One idea, three surfaces — which is exactly how social-first motion should work.

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9:16 store-display cut

420 campaign key art

The brief

420 is the Super Bowl of cannabis retail. Liberty needed to generate excitement early, tease the featured deals, and make sure every one of their locations had campaign materials that felt local — not photocopied.

The approach

I led with motion: an announcement reel designed to spike anticipation and give followers a first look at the promotions, followed by supporting deal-preview videos to keep the countdown alive. Cannabis advertising lives under heavy platform restrictions, so every cut was designed to work within compliance while still feeling like an event.

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Announcement reel

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Deals preview

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Campaign motion asset

The scale

Then the print run: I produced 15 versions of the campaign newspaper — one per branch — each localized while staying pixel-locked to the campaign system. My prepress background meant every edition went to press clean, on the first pass.

“Digital builds the hype. Print closes the deal at the counter. The campaign only works if both speak the same language.”

The 47K reel

For Dot & Line Brewery’s 3rd anniversary collab with Pop Pop Balloon, I filmed, edited and animated a behind-the-scenes promotional reel celebrating two local brands teaming up. Community story + snappy cut + animated flourishes = 47,000+ views across platforms. Proof that production value and local charm aren’t opposites.

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Dot & Line × Pop Pop Balloon — 3rd anniversary reel · 47K+ views

Brand energy, translated

When Avitas refreshed their branding, I produced a vibrant hype video bringing their new website, packaging and identity to life in motion — the fastest way to teach a feed what a rebrand feels like.

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Avitas — rebrand in motion

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Garcia Hand Picked — giveaway animation

Always-on announcements

Plus the steady drumbeat: launch announcements for Liberty Cannabis and a website-launch walkthrough for Hellavated — the connective tissue that keeps a brand present between the big campaign moments.

Liberty Cannabis — announcement reel

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Hellavated — website launch walkthrough

“Social content isn’t small work. It’s the most-seen design a brand will ever ship.”

The final illustration — Mother Nature, in Liberty’s colors

The idea

Art Nouveau was built on flowing organic linework and botanical worship — a perfect visual language for Earth Day. I designed a Mother Nature goddess whose forms are woven from elements of the cannabis plant itself, keeping the piece earthy and unmistakably on-category.

The brand lock

Style alone doesn’t make it Liberty’s. The entire illustration runs on the brand’s color palette, so a century-old art movement still reads instantly as their post, their voice, their holiday moment.

The static post, as it ran

The bonus content

Because the making-of is content too: I cut progress reels from the illustration process — the kind of process-porn the algorithm loves and followers actually watch to the end.

“One illustration, three assets: the post, the process reel, and the proof that craft is a content strategy.”

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Referral walkthrough — share, sign up, both earn

The brief

Referral programs die in fine print. Liberty needed promotional assets that visually walk users through the referral flow — share the link, friend signs up, both earn wallet credits — with zero reading required.

The approach

I designed the system around step-by-step visual storytelling: strict hierarchy, one idea per beat, and the payoff (credits in your wallet) always in the hero position. Motion carries the sequence so the eye never has to work.

Email flyer — the referral flow at a glance

“Good product motion is a user manual people actually want to watch.”

Summer Courses campaign — print + social system

The brief

Spotlight USF’s discounted summer courses and drive actual registrations, not just impressions — across campus print and paid social on Facebook, Instagram and Google.

The approach

Every layout is QR-first: the code sits in a prominent, consistent position so the path from poster to registration page is instant. The social set carries the same visual system, resized and rebalanced per placement instead of lazily cropped — a hallway poster and a story ad shouldn’t be the same file, and here they never were.

“Full circle: the program that trained my eye, hiring that eye to fill its classrooms.”