GETTING ON GRASS FOR Jungmaven’s Earth Day
SUSTAINABLE HEMP BRAND
For Earth Month 2025 and their 20th brand birthday, Jungmaven wanted to do more than just post a tree emoji. Celebrating two decades of hemp-powered impact, we worked with them to tap into their Baja California roots—and their sense of comfort, consciousness, identity, and timelessness—to inspire a deeper cultural shift. The result? A playful, purpose-driven campaign that invited people to Get On Grass.
Objective
Services
Custom Logotype
Copywriting
Video
Influencer Marketing
Partnerships
360° Campaign
Creative Strategy
OOH Advertising
Organic Social
Paid Ads
No. ① — OOH
“GET ON GRASS.”
Yes, literally.
It’s good for you to touch some grass. Grounding, calming, and connected to something bigger.
But when you can’t escape to nature? Wearing Jungmaven’s hemp clothing is a daily way to get on grass—even if you’re stuck in traffic, in a meeting, or in line at the store.
We built a layered campaign that celebrated both nature and hemp culture, encouraging people to find joy in small, wearable acts of sustainability. From NY to LA, screen to sidewalk, the campaign encouraged people to ground themselves—literally and figuratively.
No. ② — OOH IN BROOKLYN, NY
from bodegas
To Billboards
We didn’t just throw ads on a billboard and call it a day. Every placement, from Brooklyn corners to Silver Lake bus benches—was chosen with intention, rooted in where our audience lives, moves, and thinks. We led the media buy to make sure every impression counted.
EARTHY 360° Campaign
A campaign that grew from the ground up — literally. “Get On Grass” reached audiences at every touchpoint: IRL, URL, and everywhere in between.
ORGANIC AND
Paid Social
We built a scroll-stopping ecosystem of content — edited with intention, styled with ease, and made to move. The same visuals served both organic and paid channels, giving the campaign range and reach.
Shot on 16mm and styled to feel timeless, the campaign film gave our visuals movement and mood. Cinematic and meditative, it captured the essence of what it means to get on grass—wherever you are.
“THIS IS WHAT WEARING
Hemp Feels Like.”
No. ③ — “GET ON GRASS” BY ZACK PATRICK
No. ④ — CLIMATE DIVA X JUNGMAVEN (instagram)
hempfluencing
with @climatediva
Partnering with eco-artivist Summer Dean (@climatediva), we brought hemp education front and center, celebrating Earth Day with a reel that’s as fun as it is informative.
From field to fabric, we showed how hemp connects us to the land, our bodies, and the planet. It’s about looking good and doing good—one tee at a time.
No. ⑤ — the waldos X JUNGMAVEN (instagram)
HIGH ON HISTORY WITH The Waldos
We teamed up with The Waldos, the original creators of the term 4/20, to tell the real story behind the cultural phenomenon.
Through a tongue-in-cheek Instagram carousel, we honored the roots of the phrase while tying it back to Jungmaven’s own grassroots mission: wear hemp, get on grass.
Same scenes, earthier feel. Right after shooting digital, our photographer Kristin Ellis ran it back on film for a rawer, softer take—proof that nature (and hemp) looks even better a little unpolished.
HEMP ON Film
CREDITS
HMUA
Makeup Asst
Wardrobe Asst
Morgan Grimes
Mia Dondero
Rachel Antone
Puno Puno
Mindy Nguyen
James Junk
Briar Lomas
Megumi Tanaka,
Savannah Taylor
Executive Creative Director
Creative Director
Art Director & Designer
Assisting Designer
Project Manager
Toil Studios
Kristin Ellis
Danny Owens
Emma Soviero
Faith Hudson
Zack Patrick
Abby Cox
Kelly Wundsam
Tate Becherer
Shelby Moore
Production
Photographer
EP/Line Producer
Production Coordinator
Location Manager
Videographer
Photo Assistant
Digitech
1st AC
OOH Photographer
Maya Beal
Summer Dean
Jacob Lee
Talent
Work
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A 360 rebrand from full brand identity, to on-model and still-life photography, and an immersive custom beauty product user experience on the website.
No. ② — full brand identity
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No. ③ — Custom Packaging
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No. ④ — UX/UI
A dynamic, inviting, and fresh brand identity that emcompasses shared values of unfiltered self expression, authenticity and empathy.