TWEED
"STRAIN SOUNDS"
Song/Music Video + Digital Campaign
Agency: Merry Jane
Role: Director of Strategic Initiatives

The Challenge: Tweed - Canada's largest cannabis brand - wanted to get the word out about their weed but faced major regulatory obstacles. By law, branded content about pot has to have educational value.

The Solution: we came up with a creative work-around -- the first commercial song/music video with sounds literally extracted from cannabis plants. This scientific process made the project "educational" and buzzworthy.

​I oversaw the campaign launch, writing and producing the Tweed.com splash page and the explainer videos.

​Step 1 - we produced an "explainer" video showing the scientific properties of Tweed's cannabis plants. We recorded the electromagnetic vibrations from the leaves of weed plants and translated them into musical notes. And Strain Sounds were born!

Step 2 - to increase awareness of Tweed's ten different cannabis strains, we recorded sounds from all their plants. Then we posted the sound clips on a Tweed.com splash page, so people could hear them, and even download and make their own strain songs.

Step 3 - we created a song and music video, "Sticky Situation," using those strain sounds. Produced by FrancisGotHeat and R&B singer Anders, and featuring rapper Rich The Kid, "Sticky Situation" is a trippy, chilled out track. We got over 330k+ streams on Spotify & Apple in 10 days, plus 45,000+ views on Youtube for the music video in 4 days.

Step 4 - we got a ton of earned media for the campaign, generating buzz about Tweed, the strain sounds technology and the song/music video. ​Variety even did a feature article.

TWEED
HOLOFAN VIDEOS
Alternative Media Campaign
Agency: Merry Jane
Role: Director of Strategic Initiatives

The Challenge: Canadian laws prevent cannabis companies like Tweed from running ads in traditional channels like TV, print, digital, etc.

The Solution: we built a network of holofans in bars and dispensaries that displayed cutting-edge holographic videos. Then we created and produced a series of trippy holofan videos in-house.

A holofan has an arm that spins at high speeds to create a floating hologram image:

From scratch, we created a Holofan Distribution Network by getting the units installed in venues across Canada, and then producing and uploading content to the holofans.

​I wrote and produced a series of hologram videos for different holidays, events, venues and messaging:

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