East Coast Cannabis ––  Campaign Work · 2024-2025

Campaign Work at ECC

Campaign strategy, art direction, and production across paid, social, and in-store.

All campaigns ran across five channels: social, Weedmaps, in-store TV, printed posters, and shelf talkers, designed, written, and produced in-house for every retail location in Maine.

Below is a cross-section: a monthly education series, a multi-month seasonal promotion, a celebrity brand event, a product launch, a loyalty program, and a retail partnership.

Campaigns concepted
and executed

Campaigns
per month

Retail locations
across Maine.

Channels per
campaign

Ongoing Series · 01

Strain of the Month

A monthly series I concepted and ran to educate customers on house strains and drive sell-through. Each edition gave a different strain its own visual identity: color palette, photography direction, and copy written to capture the strain's character. Every edition went out across all five channels at once.

Cherry Chapstick

Cherry AK-47 × Dual OG
Creative |  Happy  |   Energetic  |   Focused

Mimosa

Clementine × Purple Punch
Creative |  Focused  |   Inspired  |   Energetic

GMO 2.0

Girl Scout Cookies × Chemdog
Calm |  Happy  |   Relaxed  |   Energetic

Shown: 3 of 12+ monthly editions. Each edition included social suite, Weedmaps deal card, Seed TV menu, checkout kiosk screen, large-format poster, and shelf talker.

Seasonal Promotion · 02

Summer of Dabs: "Go for the Gold"

Concentrates have a perception problem with a lot of cannabis consumers. The goal of this campaign was to change that by making the product feel approachable. I started by art directing an in-house product shoot specifically for this purpose, styling the concentrates with more of a design perspective. That photography became the foundation for a Summer Olympics-timed promotion: "Go for the Gold." I wrote the concept, developed the visual system, and produced the full asset suite across all five channels.

Event Campaign · 03

Tyson 2.0 — Meet Mike

Retail event campaign for a Tyson 2.0 brand activation: customers who purchased Tyson products were entered to meet Mike Tyson in-store. I developed the campaign concept and designed every piece from announcement through event day including announcement materials, POS, social, and Weedmaps placement to drive traffic.

Loyalty Program · 04

Adventure Pass

ECC's loyalty program, built from zero. I designed the card, the discount collateral, the strain menu cards tied to the program, and the app download campaign that pushed customers to sign up in-store. The program is the first sustained touchpoint for repeat customers, so it needed to hold up to the rest of the brand.

Product Launch · 05

Espresso Peaks

Full launch campaign for a new ECC house product line. I directed the product photography, developed the launch concept, and produced all campaign materials — social ads, Weedmaps, in-store TV, launch poster, and shelf talker — to run simultaneously at launch.

Additional Work · 06

More from ECC

Three additional campaigns from the same period, each executed across five channels.

CAMPAIGN

Vessel Vape Collab

Retail partnership campaign for Vessel's Daily Adventure Battery. Scope included co-branded materials, holiday promotion mechanics, and in-store placement.

Brand collab / Retail POS / Co-branded creative

CAMPAIGN

Maine's Natural High

Seasonal merch line with a dedicated brand identity. Designed the apparel, directed the photoshoot, and produced the launch campaign.

Brand identity / Apparel Design / Photo Direction

CAMPAIGN

Beach Clean Up

Monthly community event series tied to ECC's environmental values. Built local brand presence through conservation-focused activations.

Community event / Brand presence / Event materials and Apparel Design

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