Inside Tweed

Internal Team
Creative & Art Direction - Jessica Hay
Creative Lead - Joanne Gallop
Copy - Marcus Kaulback
Producer - Dan Wallace

External Team
Editor/Videography - IO Studio
Intro/Outro Music - Jeff Moberg

The Ask:

Tackle the stigma and misconceptions surrounding cannabis in Canada, building brand excitement, loyalty and engagement online and in 19+ cinema venues.

The Result:

A series of videos taking viewers on a ‘behind the scenes’ tour. Production included a three-week, cross-country shoot, conducting interviews with 30 people in different locations and post-production finesse to knit together narratives and messaging that enhanced the brand story. As Health Canada regulations prevent cannabis producers from featuring people, characters, or promotional messages in advertising and online content, the videos of employees speaking about their work, provided an opportunity to showcase Tweed’s history, culture, and products, providing an insider’s point of view on the operation and community.