Recess is a CBD beverage brand whose primary selling point is the calming effect it gives consumers due to the CBD extract in every can. With that in mind I came up with the tag Calm is <blank>., where an adjective is intended to be inserted at the end of each sentence for each ad, lending the ad campaign longevity through modularity. In its current form, the tags used for the poster, magazine, motion social media ads are Calm is timeless., Calm is vital., and Calm is sublime., respectively.