Opportunity
Differentiate Lume in Michigan's rapidly expanding recreational cannabis market by elevating the brand beyond product and showcasing the expertise behind its carefully cultivated strains.
Idea
A campaign centered around Lume's five Effects: Dream, Recover, Unwind, Focus, and Move. By pairing education with lifestyle-driven storytelling, the work transformed cannabis from a product purchase into a curated experience.
Role
Art Direction of set photography and illustrations to be integrated across multiple channels.
Styling: Grace Kelly
Photography: Dean Van Dis