Liberty Cannabis 420 — Reels + 15 Print Editions

Liberty Cannabis ✦ 2025 ✦ Campaign · Reels + Print The biggest day in cannabis, everywhere at once. Announcement reels to build the hype, deal previews to feed it — and 15 branch-localized newspaper editions to land it in the real world. One campaign, every format. 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. 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.”

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malia.wei.ross@gmail.com