The New Normal
We helped MedMen create the first cannabis commercial. Ever.
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.
Capabilities
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)
Apr 22, 2019
How Spike Jonze Helped MedMen Craft the First Cannabis Commercial
View Article
Jun 14, 2019
Contagious Magazine Issue 59 is out now, featuring MedMen
View Article
Feb 25, 2019
Spike Jonze and Jesse Williams made a totally normal weed ad for MedMen
View Article
Jun 21, 2019
Actor Jesse Williams Is Fighting to Implement Real Change in His Role With MedMen
View Article
Feb 24, 2022
Spike Jonze's Artful Short Film for MedMen Spotlights the 'Unjust Criminalization' of Cannabis
View Article
Awards
2019
Cannes Lions
campaign
MedMen - The New Normal
placement
Bronze, Film Craft: Art Direction / Production Design
2019
Webby Awards
campaign
MedMen - The New Normal
placement
Winner, Advertising, Media & PR: Best Art Direction
2019
One Show
campaign
MedMen - The New Normal
placement
Merit Award, Moving Image Craft
2019
ADC Awards
campaign
MedMen - The New Normal
placement
Bronze, Motion / Film Craft - Short Video
2019
AICP Show Awards
campaign
MedMen - The New Normal
placement
Winner, Cinematography
2019
AICP Show Awards
campaign
MedMen - The New Normal
placement
Winner, Production Design
2019
Clio Health Awards
campaign
MedMen - The New Normal
placement
Gold, Film (Health & Wellness), 61sec - 5min
2019
Clio Health Awards
campaign
MedMen - The New Normal
placement
Gold, Film Technique (Health & Wellness), Direction
2019
Clio Health Awards
campaign
MedMen - The New Normal
placement
Gold, Branded Entertainment & Content (Health & Wellness), Film
2019
Clio Health Awards
campaign
MedMen - The New Normal
placement
Silver, Film Technique (Health & Wellness), Cinematography
2019
Clio Health Awards
campaign
MedMen - The New Normal
placement
Silver, Film Technique (Health & Wellness), Copywriting
2019
Clio Cannabis Awards
campaign
MedMen - The New Normal
placement
Gold, Film/Video
2019
Clio Cannabis Awards
campaign
MedMen - The New Normal
placement
Gold, Advocacy
2020
ANDY Awards
campaign
MedMen - The New Normal
placement
Gold, Health & Wellness: Craft
2020
ANDY Awards
campaign
MedMen - The New Normal
placement
Gold, Health & Wellness: Idea
