Collaborated closely with Ayr Wellness’ in-house creative team to develop a campaign video that paid homage to the 80s while spotlighting a selection of their standout products. The goal wasn’t just to lean into nostalgia for nostalgia’s sake—but to tap into a specific kind of warmth and familiarity that only old VHS commercials seem to carry.

To get there, I immersed myself in the era. I combed through hundreds of real analog-era commercials, dissecting everything from pacing and transitions to type treatments and audio quirks. The result is a visual language that feels delightfully dated in all the right ways—but still modern enough to land with today’s audience.

The challenge was in striking the right balance: making it feel convincingly vintage, while keeping the messaging crisp and legible. Text still needed to read. Products still needed to shine. But the world they lived in had to feel like a found tape from someone’s childhood shelf.

The final piece manages to walk that line—emotionally rich, technically sound, and true to the brand’s playful side.