VERSUS CREATIVE
The Emerald Cup
Cannabis
Music festival
Rebrand
Client
The Emerald Cup
Role
Social Strategy, Vendor Management, Creative Director
Platforms
Instagram, Twitter, Facebook
Year
2019
Prestigious honors, large names, and three days of fun – The Emerald Cup is the cannabis industry's version of the Academy Awards with over 200 vendors. The issue was that on social media and the website, this didn't feel prestigious or fun…it felt like industry tropes on steroids. A complete revamp was in order — one that grew engagement 140% year over year, added 15K new followers, and lifted attendance 20%, all while turning around over a hundred pieces of content in the weekend alone.
The Work
Hiring and managing a team of videographers, photographers, and editors, I worked to instill a fear of missing out on our feed while highlighting the breadth and scale of the festival. I also wanted to highlight the diversity of the crowd - this was not what you think of when you hear the word "stoner." It was not just about making this year pop, but about making the following year sell out.
Where we started
Where we ended up
Where we started
Where we ended up
NEXT — 04
Coachella →