TWEED
agency:
merry jane
Developed a new media channel to operate within cannabis advertising restrictions
holofan
network
The Brief:
Canadian regulations prevent cannabis brands like Tweed from advertising in traditional channels such as TV, print, and digital – forcing brands to rethink not just creative, but media itself.
The Solution:
Instead of finding a workaround within existing channels, we built a new one. We launched a network of holographic displays – holofans – 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. The goal wasn’t a one-off installation, but a scalable system: a new medium, paired with a complete network for distribution.
The Execution:
From scratch, we designed the Holofan Distribution Network – installing units in key locations and establishing a workflow for producing and deploying content. I created a series of holographic videos, tailored to different holidays, venues, and high-impact moments.
My Role:
I led the strategic concept, network design, and content approach, and wrote and produced the holofan video series.
The Challenge:
Tweed, Canada’s largest cannabis brand, needed to build awareness in a category heavily restricted by regulation. By law, branded cannabis 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 turned that data into musical notes, creating a new cultural format that was educational – and shareable.
The Execution:
The idea lived across three connected experiences:
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Audio Content: Each cannabis strain generated its own unique sound profile, allowing people to literally hear the differences between strains.
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Digital Experience: We launched a splash page where users could listen to the strain sounds, download them, and even create their own compositions – turning education into participation.
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Music + Culture: The Strain Sounds were used in an original song and music video, "Sticky Situation," transforming scientific data into a fully realized cultural artifact.
The Impact:
The campaign generated immediate traction across music and media platforms. "Sticky Situation" earn over 330,000+ streams on Spotify and Apple Music in its first 10 days, alongside 45,000+ YouTube views in four days. Wet also drove significant earned media, including a feature article in Variety.
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.