Assignment:
420 is Cannabis Christmas. April 2020 (4/20) was meant to be a month-long celebration. Then Covid happened. 4/20 events were cancelled yet we still had numbers to hit, even with the uncertainty of quarantine, lockdown and the unknown of a global pandemic.

My role: write brief, direct all campaign activities. Partner with creative director to develop, review and sell creative concept to internal stakeholders. Direct team of 15 to ensure campaign elements are on brief, on time and on budget.

Results:
The 420 Insider’s Guide campaign resulted in a 365% ROI and landed us a mention in AdWeek.