For VIIA Hemp Co.’s paid media campaign, I led the creative development of digital ads designed to promote the brand’s reimagined cannabis products. The project focused on crafting visually compelling and educational assets that communicated the unique benefits of VIIA Hemp Co.’s offerings to a broad audience. These ads were deployed across multiple digital platforms to drive brand awareness and consumer engagement in a competitive and regulated market.

Key Responsibilities:
I directed a cross-functional team of designers, copywriters, and strategists to create dynamic, platform-specific ads that aligned with VIIA Hemp Co.’s refreshed brand identity. This included refining the visual and messaging strategy to resonate with target audiences while adhering to industry regulations. I worked closely with the client to ensure alignment on creative direction and managed the delivery of all campaign assets on time and within scope.

Challenges:
The campaign required navigating strict advertising guidelines for cannabis products while ensuring the creative remained engaging and on-brand. Additionally, the reimagined product line introduced the challenge of educating consumers about the brand's new offerings without overwhelming the audience.

Outcome:
The campaign successfully increased brand awareness and consumer interest, driving higher engagement rates and sales inquiries across key platforms. The ads effectively communicated the brand's innovative approach to cannabis, reinforcing VIIA Hemp Co.’s position as a leader in the market.

Takeaway:
This project showcased my ability to balance creative innovation with regulatory compliance in a highly restricted industry. It reinforced the importance of clear messaging, strategic design, and collaboration to deliver impactful paid media campaigns that resonate with diverse audiences.