Two collaborated with PAX Labs on the creative direction of a global brand campaign highlighting the full product suite and speaking to a wide range of cannabis consumers, from young to old and everything in between.

We took a research-driven approach, gathering a true-to-life demographic slice of the customer base and building scenarios around both conventional and unconventional use cases. The campaign resists the easy stereotypes that have defined cannabis marketing. Coming or going, raver or grandmother, in motion or at rest: a cannabis consumer can look like anything.