Worked with JADA, a Toronto start-up to manage the creative direction and deployment of a cannabis skin care product to the Canadian retail market.
JADA, a Toronto-based cannabis skincare start-up, needed a cohesive creative vision to bring its product to market. As a new brand, it lacked a defined aesthetic, packaging, and digital presence, making it difficult to communicate its value and connect with consumers. The challenge was to establish a sophisticated, elevated identity from scratch while coordinating a cross-disciplinary team to execute it.
I led the creative direction, curating a team of designers, illustrators, and 3D motion artists to bring JADA to life. This included designing, sourcing, and pricing packaging to create a physical prototype, and directing a 3D Motion Artist to model and animate a series of videos for use across multiple touchpoints. The strategy focused on translating a premium, wellness-oriented cannabis skincare concept into a cohesive visual language—ensuring the brand felt aspirational, approachable, and digitally native.
Although JADA ultimately did not launch as a functioning company, the project delivered a fully realized creative framework, including packaging prototypes and animated content, demonstrating how the brand could engage and delight consumers across platforms. The work served as a comprehensive blueprint for a start-up poised to enter the Canadian retail market.
Sourced, priced and designed packaging. After receiving the physical prototype, I directed a 3D Motion Artist to model and animate a series of videos to be used across various touch points of the consumers experience.
Melissa Sabatini, Creative Director, Team Lead
Branson Schell, Art Direction, 3D Motion Artist
Matthew Peleshok, Packaging Sourcing
Bryan Royer, Illustrator