Minis was getting ready for a large convention and wanted to distinguish themselves from other cannabis products. They had a unique product, a low dose CBD breathe mint, and were looking to express the benefits of micro-dosing without any cannabis or stoner tropes. We developed an image-based campaign that focused on feelings rather than lifestyle. Images that were lyrical and visceral, rather than illustrative. This campaign made the MINIS booth the most visited at the convention.