Fun fact: I worked in the cannabis industry for several years before launching The Em Dash Co, so I have a bunch of cannabis culture and plant knowledge that I love to bring out for occasional projects—Puma was one of them.

I worked with the team at Worthi as the lead creative strategist on their pitch to Puma, which presented a strategic approach to bridge the gap between Puma's many product collaborations and its heritage and identity campaigns. My POV? Tapping into niche subcultures that connect consumers to the brand. Cannabis was one of those subcultures.

I created a concept combining two things that Gen-Z loves—cannabis and sustainability—to support the launch of Puma’s collaboration with Dazed and Confused. The idea? An influencer seeding kit with instructions on how to turn their Puma shoe box into a stash box.