TOKYO SMOKE CAMPAIGNS  |  PART OF YOUR WORLD 

Creating the Tokyo Smoke campaigns was a FEAT amidst  the intense Federal legal regulations in cannabis marketing and advertising. There was so much that you couldn’t say, do or show. You couldn’t show people consuming, couldn’t speak to the benefits of cannabis, couldn’t show animals, nothing could appear too “lifestyle” or “glam” (which was largely open to interpretation) – it was a very complex rubiks cube. Having seemingly insurmountable limitations became the ultimate creative challenge.



SCOPE
Creative Direction
Design
Brand Strategy
Photo + Video Direction
Campaigns
Visual Identity
Store + Product 
Campaigns 
Experiential
Packaging
Web Design
COLLABORATORSACD: Brett Ramsay
Design Team: Andrew Cooper, Egor Sokolov
3D Illustration + Motion: Andrew Cooper
Writing: Maggie Buxton-Simpson
Photography: Mark Olson, Bryan Hyunh, Nik Mirus, Jodi Heartz + Alex Blouin, Nathan LangArtists: Six N. Five, Karen Singh, Antti Kalevi, Dahae Song
Creative Product Collaborations: Holt Renfrew, Concrete Cat, High Noon, Sundae School, Castor, Simple Society





CONCEPT + ETHOS

Having so many rigid limitations just meant I wanted to be as cheeky as possible. And if there was so much we couldn’t make claims to or say explicitly, I spoke to the experience of consuming cannabis. World-building to illustrate the spectrum of experience one could have. That it wasn’t purely about getting ripped or zooted. It could be elegant + light like the Heirloom Stack pipe. It could be contemplative + introspective like the burn kit. Or playful + creative like the Calla Roll tool. Anthropomorphizing products in this way opened up the capacity to demystify cannabis + help people see it differently. 






HIGH CLASS

In writing, concepting and directing this 4-part product video series, I looked to educational videos from the 1950s. However, instead of epousing techniques on better hygiene or social etiquette, these teach the audience how to more effectively roll a joint, curate your ‘stash’ and set-up an intentional experience. With a witty and irrerevant tone these videos make education, fun :) 
               The 30-second spots played in cineplex theatres before films, while the 10 + 15-second cut-downs were utilized as digital ads.











WHOLE FLOWER INTENTS

In this campaign we showcased the Tokyo Smoke cannabis and each ‘Intent’ varietal. The general public’s knowledge + understanding on THC vs. CBD, different strains and their effects make understanding + purchasing cannabis - overwhelimg. This spot spoke to the different experiences of each strain - visually + vibrationally - through our ‘Intent’ system. Similarly all of the Tokyo Smoke cannabis in the retail environment was categorized based on ‘Intent’ to streamline the complex nunances of cannabis strains in an intutive and meanginful way. Digital Art/Animation by CATK.






CAPSULE COLLECTION

Capsules are stunningly functional, small, discreet, easy-to-transport and smokeless – making them a highly effective form of cannabis consumption. However, many don’t yet know or appreciate the effacacy, convenience or experience a capsule can bring. This campaign sought to inform + inspire the viewer. For the creative we were inspired by the Ulm School and vintage pharmacist trays - seeing beauty in clean, organized and functional design. Lastly, the artful and intentional display of capsules communicates the benefits of buildable dosages. Digital Art/Animation by Six N. Five.










HOW WILL YOU SPEND 10/17?

A momentous event in Canadian history – the day of weed legalization !!! – October 17th, 2018. Also in typical Canadian fashion this cannabis campaign could not (legally) make any overt mention of cannabis or cannabis use. A real conundrum! As such the tagline “how will you spend 10/17” pays homage to this day, and all activities mentioned are a cheeky reference to sweet mary jane. E.g. How will you spend 10/17? Up High, Down Low, On the Go, Feel the Breeze, Blow Trees, Smoke a Bowl, Spark One, etc. :)












LUMA

The Tokyo Smoke Luma – a portable, easy-to-use cannabis vape. With a product family of five intent pods – each with distinctive extracts – has simplified how to enjoy cannabis. Cannabis vapes can often feel sterile and overly techy, leaving a need for something that humanizes the experience.
               The addictively-tactile design of the Luma indulges an emotional desire we never knew we had. With visuals so satisfying, we feel what we see. Digital Art/Animation by CATK.