In 2019, Vape Gate put the entire cannabis category in jeopardy. With an entire campaign nearing production, our team had to pivot to address a new landscape. One in which an absence of information caused panic. Knowing that clarity was the way we focused the attention on PAX’s detail driven process, which wasn’t a fleeting message or a desperate response, it was in their DNA.

Enter, Every Detail Matters. A hyper-focused process-driven campaign that spotlighted different touch points of the PAX brand—from farm to product testing to consumer. This content supported the launch of a new product, PAX 3, with a mix of elevated product + docu-lifestyle imagery to show the sophistication behind every piece of their brand.