Following the development of the IVXX brand system, Carl and his team created a series of ad concepts around the core ideas of elevation, trust and ultimately- liberation.
The first campaign showcases stunning product photography and an engaging use of the brand’s lush gradient patterns- designed to communicate elevation and freedom from historical cannabis vilification.
The second concept focuses on IVXX as the gateway drug… to better health. Directly addressing the benefits of medical cannabis while turning an old perception on its head, the use of rich colors and gutsy visuals propel cannabis to a higher level.
Created at Anthem
Role: Creative Director