Find Your Fit.

A Tweed campaign that played on the brand's name, borrowing from fashion imagery to show cannabis tailored to each person, across drinks, vapes, chocolates, flower and pre-rolls. When showing people in cannabis ads still tested the rules, careful composition and tight cropping kept the work human and compliant. In stores across Canada, the same thinking shaped wayfinding, education hubs, signage and full store layouts for first-timers and regulars alike.

CLIENT: Tweed
ROLE: Art direction
CREATIVE DIRECTION: Joanne Gallop, Jessica Hay
COPYWRITING: Adam Lalama
GRAPHIC DESIGN: Nadim Zakkour, Tanya Cull
ILLUSTRATION: Chelle Lorenze, Alexandra Ekstrom
BRAND MARKETING: Eric Williams, John Myhal, Marta Juszcza
PROJECT MANAGEMENT: Einika Colborn, Tracey Godin
PRODUCTION: Craig McCallion, Yvonne Hercun
PHOTO AGENCY: L'Éloi
PHOTOGRAPHY: Mathieu Fortin
STYLING: Fred Gauthier
HAIR & MAKEUP: Tamara Dilullo
SET STYLING: Evelyn Morin
RETAIL MARKETING: Leah Thiel, LaVern Morris, Josee Wilson, Holly Bennett
VISUAL MERCHANDISING: Simon Mayhew, Micheal Caponcini, Shira Wosnick
STORE DESIGN: Karen Dobrowolski
VIDEO: I/O