Design

I was challenged to reposition Zig-Zag for a younger audience without sacrificing the heritage and credibility that make the brand iconic. The opportunity was to move beyond traditional cannabis culture tropes and create a platform that felt culturally relevant, premium, and emotionally resonant.

Grounded in the insight that modern life is defined by constant interruption and accelerating pace, I developed Life's Fast. Burn Slow., a creative platform that reframes Zig-Zag as a symbol of intentional time and control over pace. The concept uses visual and emotional contrast between motion and stillness to transform a product ritual into a broader cultural statement.

I led the creative strategy, platform development, visual identity system, and campaign direction, creating a scalable framework that extended across digital OOH, social, partnerships, merchandise, and experiential activations while maintaining compliance with industry advertising restrictions.