People’s / DTLA / 2021–2022
01 / People’s DTLA / Campaign + place
People’s DTLA / “What’s Your High?”
A multichannel launch campaign for a new retail destination. People’s DTLA needed a public-facing launch system that could make a new cannabis retail destination visible and approachable in the Flower District—without relying on cannabis imagery. “What’s Your High?” became the creative platform, carrying one visual language across street, screen, print, web and launch communications.
The work translated that platform into compliant lifestyle-led OOH, moving media, digital display, web, retail and launch communications.
I conceived and art-directed the campaign, designing its full suite of brand and launch assets—from billboards and wild postings to digital, print, web and event communications. A junior production designer supported iterations, and a photographer contributed to selected imagery.
James RobertsonConcept / Art direction / Design
Campaign artwork / live billboard run
The same “What’s Your High?” idea adapted across destinations, directions and customer needs.
OOH street team / moving media
Digital truck signs extended the What’s Your High? campaign and Grand Opening presence through everyday DTLA traffic.
Campaign system / public space to screen
The same visual language carried from billboards and wildposting into digital display, web and launch communication.
LA Weekly partnership / campaign amplification
LA Weekly extended the campaign beyond OOH.
LA Weekly extended the “What’s Your High?” and Grand Opening campaigns beyond OOH through print, homepage, and dedicated email placements—bringing the creative into the publisher’s food, arts, music, and cannabis audience.
Reported audience and delivery context from the partnership. The detailed media recap appears in the Commercial Story.
Compact proof / reported context
Publisher audience scale and campaign delivery reported at the time of the partnership.
A campaign system built for street scale, screen and neighborhood.
The selected work stays focused on the artifacts: campaign expressions, public-facing print, OOH, publisher partnership, web, digital display and event surfaces. The commercial strategy, participation model and operating results remain in the separate Commercial Story.
Credits and authorship
Supporting production: a junior production designer assisted with iterations, and a photographer contributed to selected imagery. Media placement and installation: 10K Advertising. Other event production, partner execution and vendor contributions should be credited separately where applicable.
