Over the past decade, traditional soda sales have stagnated, alcohol has fallen off a cliff, and a new generation of better-for-you beverages has experienced double-digit growth nearly every year. Among the success stories is Recess, a mood-boosting beverage company that stepped out from the “what if we add weed to everything?” crowd by using magnesium and adaptogens to create calming, on-the-move refreshment.

I teamed up with Recess to handle copy on an integrated campaign that brings the brand’s calm, cool, and collected ethos to life across a range of OOH and digital ad placements.