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Detroit-grown. Citizen-approved.
Edit, VFX, Colour, Online
We teamed up with Sunday + Night and Makers collective to help launch Common Citizen, a cannabis brand rooted in Detroit’s energy and individuality.
And it was definitely lit!
Shot by Janick Laurent and cut through our cloud-based pipeline, the brand’s hero teaser is a love letter to the city—told through stylized “postcards” featuring real cannabis users and their stories. Each one unique, all connected by Detroit’s spirit of rebellion, rebirth, and renaissance.
Divisn editor Dino Harambasic leaned into the lo-fi vibe with a track inspired by J Dilla and pushed the look to match—pixel-stretched and weed-forward in all the right ways.
Common Citizen takes an educational, human-centric approach, helping cannabis “citizens” tailor consumption to “Need States” their brand helps them identify and their products address.
From in-store loops to over 50 deliverables, the project blended cloud workflows with in-person sessions led by creative director Caio Oyafuso. Booker Sim produced. Grayson Matthews brought the sound.
