We helped CANNA break new ground in hydroponics marketing by transforming an inanimate product into a bold brand voice that resonated with a hard-to-reach, digitally evasive audience.

Our client CANNA wanted to emulate the emotional punch of a major sports brand campaign, but with one big challenge: their products aren’t human, they’re bottles of nutrients for plants. How do you create emotion and ‘brand truths’ without visible emotion or stories to lean on?

The Idea:
Flip the problem into a strength. Make the product the hero. Position CANNA as ‘better than nature’ – the ultimate cheat code for growers. Create bold, audience-specific ‘brand truths’ expressed in gaming slang and coded language their community instantly recognises; copy that resonated directly with CANNA’s digitally savvy, hard-to-reach audience.

The hydroponics space is notoriously discreet, ‘hidden in plain sight’ – so our creative had to be equally nuanced while still cutting through.

The Execution:
We built a mood board showing how product could merge with nature: bottles paired with plants, a moody colour grade and smoke bombs echoing CANNA’s iconic green. This approach gave the brand an edge, personality, and the emotion we were seeking.

Every product line was given its own art direction, tied to the stage of growth it supports, from substrates shot in earthy, grounded setups to flowering nutrients staged in vibrant, explosive colour.

On set, we battled the elements: wind, shifting smoke, and natural light (ironically – nature itself). We improvised and were adaptable in real time, moving smoke bombs, adjusting positions, and firing bursts of shots to capture fleeting perfect moments, whilst calling direction from behind the camera.

Our post-production team fine-tuned the imagery, pushing the moody tones and amplifying the CANNA green that growers instantly recognise.

We delivered bold hero shots, flat lays and merchandise integrations, layered with sharp, confident copy that spoke with sophistication and arrogance: CANNA doesn’t just match nature, it outperforms it.

The Results:
We transformed plant nutrient bottles into icons within the industry. The campaign gave CANNA personality, attitude and an arrogance across social platforms, resonating with a notoriously discreet and digitally aware audience, received incredibly by the growing community. By making the inanimate heroic, we proved CANNA’s claim of being a ‘cheat code’ for nature, taking a commercial product and turning it into something that felt untouchable, fit for the leaders of the industry.