Medterra

Brief: Position Medterra as a credible, approachable leader in hemp-derived wellness products and then expand its footprint into new markets.

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Insight: In the evolving CBD/THC space, consumers crave wellness benefits but face conflicting messages and uncertainty. For Medterra, regulatory limits hamper bold claims. Meanwhile, in niche markets like golf, the cultural fit is strong but under-leveraged: athletes are seeking recovery solutions, but many perceive CBD with skepticism.

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Idea: I developed a two-phase creative approach:

Introduce Medterra through storytelling around their farming practices. Then, with compliant copy-writing and soothing animation, we conveyed Medterra’s benefits through clear, feel-good visuals rather than heavy claims.

Later, we re-positioned Medterra for golfers, creating assets that made CBD feel natural to the routine, signed pro ambassadors, and built a brand association between Medterra and the sport, expanding from direct-to-consumer into the B2B space.