Masterpiece: Campaign concept and video advertising for HoneyGrove and HoneyStash

Project: Masterpiece Video Ad
Organisation: HoneyGrove / HoneyStash
Role: Director of Marketing — concept, creative direction and production
Media: Approximately 30-second digital video advertisements
Methods: Character development, generative AI imagery, image upscaling and video editing
Platforms: Meta and Google advertising
Featured contribution: Conceived and produced the campaign independently
Outcome: Well over 9× return on ad spend for each store

I conceived and produced a video campaign that imagined favourite cannabis strains as artworks in a gallery. Created with generative AI and built around HoneyGrove’s craft-menu message, it became one of our strongest-performing ads across Meta and Google.

Masterpiece was one of my early projects as Director of Marketing. I wanted to express a simple part of the HoneyGrove and HoneyStash offer: we select standout strains from craft brands for our menus. The campaign treated that curation like a gallery collection, where every selection earns its place.

I developed a character for each featured strain, drawing on its name, flavour and characteristics. Using generative AI and image upscaling, I turned those ideas into vivid portraits displayed in gilded frames. In another version, the characters became sculptures. The 30-second video moves through the collection like a visit to an exhibition, pairing the artwork and strain names with a classical-meets-hip-hop soundtrack. It closes with the line: “New Jersey’s finest craft menu. Every selection is a masterpiece.”

I conceived and produced the ad myself, from the brand idea and visual direction through the images and final video. That combination of strategy and hands-on making is a central part of my role: finding a clear way to communicate what sets the menu apart, then creating the work that brings it to life.

The campaign ran on Meta and Google and became one of our most successful creatives, delivering well over 9× return on ad spend for each store. It remains one of my favourite projects because the idea is immediately legible as both an image and a brand message.