ISLAND
Festival
Campaign & Packaging
As Island’s Creative Director, I spearheaded the launch of two special edition strains for Minis and Classics that would be released during the 2020 Spring / Summer festival season. Using a warm, summer palette and abstract illustrations that seem to flow from beach waves to desert festival nights, my team created special edition packaging designs. Our photo and video marketing campaign featured a group of friends hanging out at a rustic ranch, playing music, and preparing for the good times ahead.
I managed the Festival campaign’s budget, planning, production timeline, and execution. This included hiring and casting models, hiring stylists, overseeing the shot list creation, scouting locations, sourcing props and wardrobe, handling releases, managing payments, supervising on-location art direction, guiding photo retouching, overseeing video post-production. We also designed festival pins and bandanas with the packaging graphics to give away at dispensaries.
RESULTS
The seasonal launch achieved 100% sell-through within 2 months of release and increased repeat customer activity by 71% month-over-month.
Collaborated with: VP Marketing: Lindsay Berg | Photographer: Kristi Camera | Director: John Aguon | Art Director: Lauren Altieri Caste | Senior Designer: Jorge Valle-Artiga
“I love these minis Pre-rolls. They are my favorite. I take them with me everywhere. Perfect for the go! The packaging is my favorite. Branding on point.”
- CONSUMER WEEDMAPS REVIEW
“I know you aren’t supposed to judge a book by its cover, but, I’ve got to tell you, this time it was completely on point. I came for the beautiful packaging and I will stay for what’s inside. 10/10 recommend this to anyone.”
