John Daly
Launch
Intro
Hyman partnered with golf icon John Daly to launch a new cannabis collection built around Daly's unmistakable personality. With the partnership established, our agency was brought in to develop the creative direction for the launch, building the visual identity, packaging system, campaign creative, and social assets that introduced the collaboration across Michigan.
I led the creative development across the three-month launch, working closely with Hyman's team as the collection moved from concept to market.
Challenge
The partnership came with instant recognition, but putting a famous name on a product wasn't enough. The creative needed to feel authentically John Daly while still belonging within the Hyman brand. It also had to work acrossss an unusually broad initial product line.
The challenge was creating one recognizable system capable of unifying multiple formats, flavors, packaging structures, campaign assets, and retail touchpoints without reducing the collaboration to a conventional celebrity endorsement.
My Role
As Creative Director, I led the visual direction for the launch and directed my team through development of the identity, packaging, advertising, social content, and supporting launch materials.
Hyman's team remained closely involved throughout the process, while my team translated the partnership into a cohesive customer-facing brand system. I established the overall creative direction, guided packaging development and campaign art direction, reviewed execution across disciplines, and worked with Hyman and Daly's teams through approval of the final assets.
Approach
We built the creative around the intersection of Daly's larger-than-life golf persona and Hyman's more expressive visual language. Golf references provided the foundation, while bold typography, illustration, color, product photography, and campaign graphics gave the collection enough personality to stand apart from traditional golf branding.
That system was applied across the complete initial product lineup, including gummies, flower, pre-rolls and vape products, as well as digital advertising, social content, retail materials and merchandise, allowing every piece of the launch to feel like part of the same collaboration.
Outcome
The John Daly collection launched across Michigan and became one of Hyman's most visible collaborations. While we weren't provided formal sales figures, the response was strong enough for Hyman to continue the partnership beyond our initial three-month engagement.
The original launch grew into a significantly larger John Daly product portfolio, with additional SKUs continuing to be released under his name, extending the brand foundation established during the initial campaign.
Event Activation
Launch Event
An event recap capturing the statewide launch of the John Daly collaboration.
Event & Retail
Promotional Materials
Branded merchandise and giveaways extended the John Daly identity into launch events, vendor days, and retail activations across Michigan.
Digital Campaign
Web & Display
Campaign assets extended the John Daly collection across Hyman’s digital presence, bringing the launch identity and complete product lineup into web and promotional placements.
Product System
Packaging & Identity
The John Daly identity was extended across the complete launch lineup, creating a consistent packaging system across multiple product formats, flavors, and SKUs.
Gummy Bags
Collaboration Campaign — Creative Direction — Production
Mitten × Hyman
Mitten Extracts and Hyman approached our team to define the creative direction for a new three-product collaboration spanning Bubblegum Gelato, New York Cheesecake, and HY-C Runtz.
I led the campaign’s creative direction from packaging through production, developing a visual and motion system that could connect three distinct content executions: a four-dancer location shoot in Detroit, an in-house studio production, and a fully 3D animated campaign. I secured the production location, directed the studio work and motion direction, collaborated on the larger dance production, and guided post-production across the campaign.
The launch extended across social, retail, vendor events, and campaign materials distributed to 35+ Michigan dispensaries. The products continued under Hyman after the collaboration ended, and the project helped establish the working relationship that later led to our team taking on Mitten Extracts as a client.
Main Production