Grandma resides her finest life—absorbing the solar, searching for colourful garments, chatting with inanimate objects, hanging within the park, levitating above the motion.

She’s staying busy, she tells her granddaughter throughout a cellphone name, however she’s completely chill. That’s as a result of she’s stoned. Calmly, however most positively, stoned. 

The fashionable elder in query, performed by actor Nita Freeman, is on the coronary heart of a cinematic marketing campaign from cannabis model Miss Grass, which launches its first hemp-derived gummies with probably the most formidable advertising and marketing marketing campaign in its historical past.

Along with “Elevate Up” starring Freeman, the in-house creatives at female-founded Miss Grass have dropped a second brief movie referred to as “Wind Down” that faucets into the favored dance video trend seen throughout mainstream manufacturers. 

Inspiration for the ideas and their energetic tone got here from sources like pdLang, Kendrick Lamar’s creator-centric collective, and prolific director Spike Jonze, with a dose of camp.

Elevated advertising and marketing

The content material goals to seize the essence of being excessive with out devolving into tired clichés in regards to the expertise or the customers, in line with Priyanka Pulijal, head of inventive at Miss Grass.

“We’re attempting to indicate that hashish storytelling could be as elevated and intentional as style or magnificence or movie promoting,”  Pulijal informed ADWEEK. “The hashish trade typically pours a lot vitality into survival and gross sales that storytelling can get missed—we needed to push the boundaries.”

Miss Grass, which sells hashish flower and prerolls in seven states, is coming into the ultra-hot hemp-derived class for the primary time with Jewels gummies. 

By doing so, the model is following within the footsteps of Cann, Wyld, Wana, 1906, Belushi’s Farm, and plenty of others which can be promoting federally authorized micro-dosed drinks and edibles in what’s been dubbed “Cali sober summer time.” The demand for hemp-derived products has exploded in recent times, accounting for $2.8 billion in gross sales in 2023, per Brightfield Group, anticipated to hit $4.4 billion by 2029.