HIGH-AI

No product shots. Just pure vibe. We got AI high: here's how.

We took real strain data (THC levels, Indica/Sativa ratios, terpenes like Caryophyllene, Terpinolene, Myrcene), plus the vibes and feelings we picked up testing it ourselves, and translated all of it into feeling-based prompts, injected straight into the master prompt. No reference photos. Just the emotional signature of each high. Then we let AI hallucinate the rest.

Why?
Because advertising cannabis in Canada is tricky: legal to buy and smoke, hazy to promote, not unlike alcohol advertising in Switzerland.
To showcase RIFF's strains without breaking the rules, we turned AI's hallucinations into a creative loophole.

CREDITS:
Agency: Publicis Toronto
CCO: Vini Dalvi
Head of Art: Victor Yves
Creative Director: Helder Defreitas
Art Director: Bruno Bueno
Designer: Terence Fuchs 
Copywriter: Selina Heathcote, Andre Bittar 
Editor: Drew Stevenson, Neal McAuley,
Jordyn Stern
Motion Designer: Viktoriia Tyshchuk

MY CONTRIBUTION:
- Design
- Art Direction
- Prompt Engineering

AWARDS:
2x Shortlisted Cannes
1x LIA Gold
1x LIA Silver
1x ADC Bronze
1x ADC Merit