New Standard X Wana Halloween 2024 Collaboration
Creative Direction & Campaign Design
For Halloween 2024, New Standard Cannabis partnered with Wana and several leading cannabis brands to launch "Night of the Living Gummies", a fully immersive, haunted tiki horror campaign. This concept combined retro creature-feature aesthetics with the nostalgic ambiance of a haunted tiki bar, bringing together horror fans and cannabis enthusiasts for an unforgettable seasonal activation.
Each participating brand was brought to life as its own monster mascot, reinforcing its identity in a fun, eerie, and collectible way. This campaign went beyond just packaging—it was a full-scale brand integration designed to create an immersive, story-driven Halloween experience.
Key Creative Contributions:
Branded Monster Mascots: Each cannabis partner received a custom-illustrated creature, fusing tiki bar folklore with classic horror tropes. Every monster embodied the spirit of its brand, ensuring strong recognition across merchandise, packaging, and in-store displays:
Wana – "The Gummy Ghoul": A zombified, Gummy
