The New Normal:
Digital Activation
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Making cannabis history.
The Challenge
MedMen tapped famed director Spike Jonze to film a two-minute, pro-cannabis spot following the tumultuous history of weed and how it now stands to benefit society. Starring Grey’s Anatomy star Jesse Williams, the ad furthers MedMen’s vision where legalized and regulated cannabis creates a healthier and happier world. We were tasked with creating a digital experience telling the same tale, plus sharing the exclusive behind the scenes details of the cast and production of The New Normal.
The Result
Inspired by Jonez’s continuous shot film that journeys through cannabis history, we created an interactive storytelling experience that welcomes the user to The New Normal and takes them from its inspiration to the future of mainstreaming marijuana. Through a single scroll page with never before seen content, the user has the option to learn more about each element with a single click. Pulling from the art direction of the spot, we gave the experience and digital marketing materials a dark, high-contrast color palette, allowing each vignette shine through.  
Role
UX/UI Concept, Visual Design
Credits
Creative Director/Copywriter: Meghann Bass
Senior Director of Product: Chris Clarke
Design Support: Brady Patterson
Campaign Concept and Commercial Production: Mekanism

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