Whatever Feels Good.

A brand relaunch for Tweed, with new packaging, a new colour palette and a new design system. The campaign set aside the guilt people attach to whatever brings them joy, through offbeat vignettes of impromptu karaoke, cosplay and abstract-art cookies, each ending on one invitation: do whatever feels good. Budtender kits made with High Buds Club carried treats, samples of two new strains and the campaign story to the people behind the counter.

CLIENT: Tweed
ROLE: Creative direction
ART DIRECTION: Ellen Micallef
COPYWRITING: Adam McDade, Dave Savoie
BRAND STRATEGY: Caitlin Lindsay
INTEGRATED BRAND PRODUCTION: Joe De La Plante
PROJECT MANAGEMENT: Michelle Sinclair
PAID MEDIA: Alison Lind, Melissa Champagne
PRODUCT TEAM: Sherry Feng, Keri An Meslar, Mark Lee
3D RENDERS: Marc Lafrance
BUD PHOTOGRAPHY: Rémi Thériault (House of Common)
PRODUCTION AGENCY: AH HA Productions
CAMPAIGN PHOTOGRAPHY: Kate Ince
DIRECTOR OF PHOTOGRAPHY: Zachary Koski
STYLING: Emily Brunka
SET & PROP STYLING: Nicole Billark
VIDEO EDITING: Jack Ferore