Republic came to us with three long-standing rolling paper brands—JOB, EZ Wider, and OCB—and a need to grow market share. Each had its own identity, audience, and baggage. Our job was to modernize all three without flattening them into a single voice.
I served as Creative Director, leading a 20-person team across strategy, design, video, and content. We handled every visual and cultural touchpoint: campaign work, social strategy, photo and video production, print assets, partnerships, and a branded event with Birdman. The challenge wasn’t scale—it was specificity. Each brand needed to feel distinct, real, and connected to the subcultures it claimed to speak to.
JOB leaned clean and urban. EZ Wider went loud and punk. OCB stayed organic and outdoorsy. We didn’t just style them—we built full visual languages that spoke clearly to their respective audiences. That meant casting, art direction, language, pace. Everything had to match the tone, not just the moodboard.
By the end of the run, we had doubled their followings and significantly increased engagement across channels. But more importantly, the brands finally felt like they belonged to someone. They weren’t just running ads—they were showing up in ways that made sense to the people they were trying to reach.
