Medmen
MedMen, a leading cannabis retailer, challenged us to create a campaign to normalize cannabis after 80 years of unjust prohibition.“The New Normal” is a provocative journey through the history of that prohibition (a first in cannabis advertising) directed by Oscar-winning writer/director Spike Jonze.
The making of.
The history of cannabis in America is not easily summed up. To bring the milestones and tragedies of this complex relationship to life, Spike Jonze elected to shoot the entire spot in one sequence with a series of interconnected dioramas. Actor Jesse Williams, a vocal cannabis activist, leads each scene and provides the stirring voice-over that drives the film.
