The campaign imagery was inspired by elements of the iconic Lord Jones crest, which harks back to the brand’s roots in California’s Laurel Canyon, a location hailed for its own artistic & musical history. This, along with the distinctive position of Lord Jones as a luxury brand in the market, created a unique opportunity to stand out visually. Illustrator Reshi Dev designed a visual approach that pulls inspiration from the rich world of Lord Jones. It's equal parts escapist, surreal, ritualistic and refined.
Because of its connection to cannabis, CBD brands haven't been granted much access to traditional advertising space. While the landscape is evolving, it makes the brand’s first advertising effort especially monumental.
Additionally, the campaign launched with the Sunday Bath Session, a Lord Jones live streamed Sound Bath Experience with a chill-inducing musical set by Grammy-nominated musical artist and producer, Flying Lotus. Viewers were invited to pop a Gumdrop, run a bath with a scoop of Lord Jones’ signature Bath Salts and relax, or create their own Lord Jones CBD Ritual.