Our next Creators Series features Casey Blevins, an art director and designer based in Brooklyn who not only blasts our grass to the past with his keen eye for vintage flare, but has been in the Dad Grass fam since our early days. We first crossed paths with his work on Instagram after getting tagged in his just-for-fun projects. Little did we know he'd be a pioneer of one of our most favorite (and tastiest) endeavors to date.
From Deluxe bottle to bag, to Leisure Drinks in a can, Casey's been with us through the years – Literally. His first Creators Series helped us test the waters of our Deluxe Gummy bottle campaign and now his latest vintage-inspired magazine cover art is hot off the press! While our business has grown from joints and flower to low-dose THC, he has managed to preserve our signature buzz through the decades, proving that no matter at what point in time, everyone enjoys a kick back with classic grass.
Check out our interview below for insights on Casey's creative process, peruse his CBD Archives, and tickle your ears with his curated playlist while you're at it. Dad Tip? Crack open a cold Leisure Drink too and slip into a damn good time.
Name: Casey Blevins
Location:Brooklyn, NY
IG: @cgb.archives
Website: www.caseygblevins.com
1. You’ve now completed two Creator Series projects with us — one focused on Deluxe Gummies and another featuring both Gummies and Leisure Drinks. How did your creative process or vision evolve between the two shoots?
I’d say the main difference is that I approached these as each having a cohesive campaign that ties all the decades together. The first series I did was just essentially an assortment of design styles I enjoyed loosely tied by the theme of “vices."
2. Your work draws heavily from vintage advertising — especially ads for vices like booze, cigarettes, and fast food. What drew you to those references, and how do you see hemp products fitting into that lineage?
I’m of the mindset that studying the classics is one of the best ways to hone a new skill. I’ve always been drawn to vintage things in general because of this. And I’m also a fan of the idea of “men with few vices often have no virtues.” That’s something Lincoln said. Obviously, hemp products readily fall into the “vices” category, but they’re experiencing the process in reverse as far as restrictions placed on them. They were once prohibited, but now they’re more available. To me, that means there’s a whole world to explore for hemp products in this classic editorial style because you weren’t allowed to advertise for them during the golden era of that style of advertising.
3. How did you approach visually blending nostalgia with modern design elements in these series?
One thing you learn when you start studying the “classics” in any area is that the only thing truly separating the vintage from the modern is how you do something. All the elements are inherently the same, it’s more just a matter of how you construct them!
4. Did you face any creative challenges in maintaining Dad Grass’s brand identity while representing different decades and ad styles?
Honestly, no. One of my favorite things about Dad Grass is the timeless branding. It’s pretty easily incorporated into most contexts.
5. How did the inclusion of Leisure Drinks in the second round influence your creative direction, compared to working only with Gummies?
This was what actually drove me to take the “campaign” approach I mentioned before. It made me think about ways I could draw a distinction between the product lines, but still play in a variety of styles.
6. Did you draw from any personal memories, pop culture references, or artistic influences when building out the visuals for each decade?
I keep a wide selection of reference materials on hand and I have a quick Google finger, so I can dig deep into some obscure ads when I need to! Other than that, I was heavily influenced by travel and leisure imagery I’ve seen more and more brands embracing, especially in the hemp world.
7. Which decade or visual concept was your favorite to bring to life, and why?
I really enjoyed doing the lifestyle shots for the Leisure Drinks. I got to use my partner as a model and incorporate a little more set dressing into the scene.
8. This project pushed you further into photography — how did it feel to step behind the camera and build out full shoots? Any new tools or techniques you picked up?
It’s a lot of fun! I really enjoy setting up visuals like that. Honestly, I get most of my tips from creators online and it’s just a hodge podge of a ton of random ideas I’ve picked up over the years. I wish I could give a certain creator credit, but it really is the most random places I get the ideas. All I can really say is to think outside of the box because often times the best techniques come from unexpected places.
9. Across both Creator Series rounds, is there a “hidden message” or bigger idea you hope people take away from your work?
I just want people to understand that hemp products have evolved well past dinghy head shops and smelly Baja hoodies. While I have a certain affinity for that aspect of the culture, I love seeing a more refined and approachable aesthetic for hemp products.
10. If you could create a third series, where would you want to take it next — either thematically, visually, or technically?
I’m not sure! I never really have any plans on how I’m going to take something next because they typically fall apart. It’s usually in those ruins that I’ll find my idea! Like a phoenix or whatever. Lol.
CBD Archives by Casey Blevins:
