Services

Campaign Direction, Packaging, Casting

Live Rosin Gummies marked a pivotal expansion beyond PAX’s legacy vaporizer portfolio into edibles. The challenge was to make flavor feel immediate, visceral, and unmistakably premium. I led the creation of a visual system rooted in excess—saturated fruit, hyper-juicy textures, and tactile detail—developed with leading food stylists and still-life photographers. The resulting packaging language is indulgent and sensory, inviting the product to be experienced before the bag is even opened. The launch campaign extended this energy through intimate, high-impact portraits capturing the euphoric reactions of real people tasting PAX gummies for the first time.