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 breath 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 elevated MINIS booth…it was the most visited at the Dream House at MJBiz Con.