For this 500 person keynote, I was asked to share how I created the whimsical and emotion-evoking creative work at Tokyo Smoke – all despite the immensely restrictive confines of federal legal regulations around how to market + talk about cannabis. How in my role as VP + Creative Director, I inspired + led my team to maintain flexibility and nurture creativity. Even with (not just clients parameters) but federal LAWS, we were still able to humanize cannabis, make it beautiful, tell diverse stories, understand people’s motivations + behaviours, change how they felt about it and deepen their relationship with the plant.