For American Shaman, the goal was to stand out in an increasingly crowded cannabis market. The feather felt like the obvious hero—it’s too iconic not to use—so the idea was to bring it to life in a way that couldn’t be ignored. I took this one into my own hands and built a physical mini mockup at home, wiring in backlighting to prove the concept. That model became the pitch, and it landed. The final execution turned the feather into a full 2D push-out with programmable backlighting, allowing it to shift colors for seasons and sporting events. Fun fact: the finished feather stretched over 31 feet long.