Services

Campaign Direction, Packaging, Casting

PAX Era Ultra

PAX Era Ultra marked a cultural reintroduction of one of cannabis’s most iconic devices. Rather than treating the launch as a product update, the work reframed Era through the lens of contemporary cannabis culture: expressive, personal, and style-led. I led global creative direction and packaging design for three new colorways, brought to life through still and motion that placed the device in lived-in, fashion-forward contexts. The campaign repositioned ERA as a cultural object, reinforcing PAX’s leadership in youth-driven cannabis culture and earning multiple Dieline Awards for packaging design.