World Building
“If I put this candle in an all white room, it looks like art… If I put this candle in the garage, it looks like trash. I could design the candle … or I can design the room that the candle is sitting in”
– Virgil Abloh
Worldbuilding is essential for skin in the game
Gone are the days of resizing the same visual across platforms. Native-built content is both expected and respected by consumers.
Each touchpoint is an opportunity tell your story. The pinnacle of success is when your brand adds legitimate value to mind and daily rituals of your consumer.
Good Supply
Get high on Good Supply. Good weed at a good price.
Over my 5 years at Tilray, I watched Good Supply grow from conception to the number one recreational cannabis brand in Canada (based on retail sales - Sept 2022).
Over the years we built an entire brand universe including zany visual language, education content and a 6ft tall bong in celebration of the daily 420 enthusiast.
420 HOLY SMOKES JAM took place in Berkley Church built in 1871
Creative/Art Direction: Emily KalatzisStrategy: Geoff JonesGraphic Design: Brian ButlerPhotography: Tara Noelle, Para SiempreVideo Production: Take5 DigitalFabrication: JacTy Retail EnvironmentsCannabis education for cannabis nerds
Inspired by the iconic Bill Nye the Science Guy, ‘Stefan Fry’ (the real vape mastermind) starred in a series of edu-tainment videos created to inspire, educate and further build the zany world of Good Supply.
We had so much fun on this one – complete with a 5ft tall replica vape pen (which really worked!)
Creative direction / set design: Emily KalatzisWith each video, we built the legend of the labs, the character behind Stefan Fry
GSTV Presents
The world of cannabis innovation
With strict Canadian cannabis regulations against us, we leaned on punchy visuals for in-store visibility to drive sales of this heavy-hitter.
We owned colour and juxtaposed our vivid hue with striking red objects sure to hit.
Good Supply Hash Bats, one of the first infused pre-rolls in the market pack a punch
The aim was to create larger-than-life impact in an easy to digest, visual format
Multiple touchpoints were created to suit different retail environments
Sales far surpassed expectations making Hash Bats one of the leading infused pre-rolls on the market 💥
Good Supply was made for the inner stoner in all of us.
When designing the visual language, we drew inspiration from big box munchies brands (already existing in the home and world of our audience) and aimed to mimic the nostalgic, delicious and exciting appearance of our fave snacks with a subversive stoner edit.
The visual world
Creative direction / set design: Emily KalatzisInspired by a crowd fave: sugary cinnamon crunch toast cereal
We took a cartoony yet commercial approach we knew would resonate
Embracing stoner culture
In celebration of 4/20, Good Supply took part in a multi-level 420 HOLY SMOKES JAM hosted by Tilray.
Nested on the upper level of a church built in 1871, we took inspiration from the nostalgic stoner basements from our hazy high school memories.
Complete with bean bags and our giant 5ft tall replica vape pen, budtenders and industry embraced the night with retro video games and a place to take it EZ.
The physical world
In collaboration with SHED Creative Agency
Photos by Para Siempre
