The New Normal

We helped MedMen create the first cannabis commercial. Ever.

Project Overview

Unjust prohibition
was the norm,
we started a
movement for a
new normal.

MedMen needed to confront the over 80 years of lies and propaganda surrounding cannabis. So, we didn’t focus on the product, we created a statement, advocating for a new normal based on fact and reason. We partnered with Spike Jonze and activist/actor Jesse Williams to tell a provocative story in a manner that could not be ignored, setting the bar for advertising in this new industry.


Brand Strategy

Brand Identity

Creative Direction

Creative Production

Content/Social Strategy

The New Normal - A Short by Spike Jonze (2:00)

Case Study (2:00)