1906
Soften the stigma around cannabis by creating a playful 1906 New Highs campaign showcasing a wide range of people enjoying the targeted benefits of functional cannabis. We connected the activities of everyday life to a daily wellness product that can make navigating those activities just a little bit easier.
THE APPROACH
This was all about color. It was the foundation that connects the nature of each product to the activity of each hero. We leaned into soft pastels with rich, velvety shadows and creamy highlights, downplaying the contrast and enriching the color spectrum, creating a tone that matches the colors and light quality of the inspiration. We created a playful, bright, engaging space that draws the viewer in and makes them want to see the world through the 1906 lens.
THE CREATIVE
The wardrobe was key - models dressed tonally, matching the 1906 drop they were representing.
THE WARDROBE
THE TIMELINE
14 days: 8 prep, 1 shoot, 5 post
