Concept Work: Introduced 4-TWENTY, a stunt pop-up experience store launching in states where recreational marijuana is legal. The concept merges two worlds that already belong together, weed and the munchies, under one unmistakably 7-Eleven roof.
Challenge: Enter the marijuana conversation in a way that feels culturally aware, brand-right, and rooted in 7-Eleven’s convenience legacy.
Insight: When people smoke, they snack. But no brand has united both experiences in one place.
Creative Direction: Blend the visual drama of vintage Reefer Madness propaganda with bold 7-Eleven color blocking and typography. Lean into exaggerated hysteria, playful warnings, and retro illustration to create a branded world where indulgence feels theatrical, ironic, and self-aware.
Execution: 4-TWENTY pop-ups feature in-store experiences that remix iconic 7-Eleven products through a marijuana lens, from THC-infused Slurpee concepts to branded packaging, giant doobies, and immersive display cases. The stunt is supported by high-impact OOH, retro-styled print, and experiential installations that position 7-Eleven as the ultimate destination where weed and the munchies finally coexist.
Impact: Reframed 7-Eleven as a culturally agile brand, using humor and nostalgia to celebrate legalization while reinforcing its ownership of late-night cravings.
Role: Concept development and art direction across campaign platform, visual system, OOH, packaging, and in-store experiential design.
