A higher caliber.

Michigan’s homegrown market is growing.

Ever since the Great Lakes state legalized recreational cannabis, dispensaries have sprung up all over. In fact, the market’s getting pretty crowded. To stand out, Lume needed to show their strains were a cut above the rest.

We helped them do just that with a campaign befitting their carefully cultivated product. It highlights each of five Lume Effects—Dream, Recover, Unwind, Focus and Move—educating consumers on cannabis while showcasing the curated experiences available. It all comes together to prove one thing: Lume’s artisanal expertise truly elevates the high.