J.R. Strain is a Canadian cannabis brand. Their Toronto agency, Sister Merci, brought me on board to help with a rebranding campaign. J.R. Strain is a real guy with very deep roots in the weed growing business. This campaign emphasizes those roots, as well as the long, flowing aeroponic ones of his plants. These are brought to life by the RootSuit, with messaging that speaks to the environmental and product benefits of aeroponically grown cannabis. This was my first foray into the world of cannabis advertising. Despite the many legal restrictions, I think we found a highly compelling and visually intriguing way to tell the brand’s story.