Squeeze the Day

Client: Select

The Ask: Create a national 360 launch campaign for Select Squeeze that covers retail, digital, PR, and social.
This launched in 19 states to start - making it one of the largest cannabis launches ever. Navigating the regulations of each state meant we had to shoot the same shot multiple ways to ensure we would have images that would be legally viable in all markets.

The Concept: Developed the “Squeeze the Day” creative platform that highlights the innovative new product attributes while leaning into the insight that the post covid world is at our fingertips. New Select Squeeze combines the best of portability, precise dosing, and rapid effect in an easy-to-use liquid form. Our campaign platform, “Squeeze the Day” is an invitation to elevate and bring relief to any experience at any point in your day, whether spontaneous or routine. Just take it anywhere, mix it with anything, and feel it fast.

Photographer: India Sleem
DP: Sing Howe Yam