Contains work that may be highly entertaining. Proceed with caution. ⚠️
TWEED
agency:
merry jane
Built a new media channel from scratch when traditional advertising was banned
holofan
network
The Brief:
Canadian regulations prevent cannabis brands like Tweed from advertising in traditional channels — forcing brands to rethink not just creative, but media itself.
The Solution:
Instead of finding a workaround, we built a new channel entirely. We launched the Holofan Distribution Network — holographic displays installed in bars, dispensaries, and venues across Canada. Each unit functioned as a physical broadcast node, creating a distributed owned-media channel that lived where the audience already was.
My Role:
I led the strategic concept, network design, and content approach, and wrote and produced the holographic video series.
strain sounds
The Challenge:
Tweed, Canada's largest cannabis brand, needed to build awareness in a heavily regulated category. By law, branded content had to provide educational value – limiting traditional advertising approaches.
The Solution:
We turned the constraint into the concept. Using scientific sensors, we recorded the electromagnetic activity of cannabis plants and converted that data into musical notes – creating a format that was educational by design and cultural by result. The strain sounds became an original song, "Sticky Situation," which hit 330K+ streams in 10 days and earned a feature in Variety.
The Experience:
The idea lived across three touch-points: a strain sound library where each cannabis variety generated its own unique audio profile; a digital experience where users could listen, download, and compose their own tracks; and a full music video that turned the scientific data into a cultural artifact.
My Role:
I oversaw the campaign launch and wrote and produced the Tweed.com splash page and explainer videos – shaping how the science, sound, and story came together.
