Client
PAX LABS

Scope
CREATIVE DIRECTION
CAMPAIGN DEVELOPMENT

TWO collaborated with PAX in early 2024 to develop a global brand campaign highlighting the full product suite and speaking to a wide range of cannabis consumers, from younger to older – and everything in between. We took a research-driven approach, gathering a true-to-life demographic slice of the customer base and showing both conventional and unconventional use cases. Coming or going, raver or grandmother, in motion or at rest: a cannabis user can look like anything.

Creative Direction
TWO

Photography
DAVIS BATES

Film
MATILDA MONTGOMERY

Production
CAROLINE HUGHES
ANDRE SHAHJANIAN
HYPERION LA

Styling
JAKE SAMMIS

Glam
RACHEL MESSICK
VIRGINIE PINEDA
CAITLIN WRONSKI

Graphic Design
ABBY LOWENSTEIN