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A Cannabis brand
for all the Michigan
Edit, VFX, Colour, Online
Toronto’s Makers producer collective invited us to work with creative agency Sunday + Night to help launch Common Citizen – a new Detroit-based cannabis brand. Providing creative post for an innovative startup with a great story, needless to say we were above the clouds.
And it was definitely lit!
Renaissance. Rebellion. Rebirth. The brand’s hero teaser showcases native Detroit cannabis enthusiasts through a series of postcard segments. Each character’s story is different, each cannabis experience unique. We made the postcards shine in their individuality while unifying them through the shared authenticity of Detroit and a celebration of weed — both central to the Common Citizen brand.
For the Editors cut, divisn lead Dino Harambasic editor further highlighted the Detroit x Cannabis mood by cutting to a lo-fi track inspired by Detroit hip-hop pioneer — and weed enthusiast — J Dilla. To amp up the lo-fi herb aesthetic, Dino pushed the pixels, stylized the segments further, and had fun with the cut.
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.
Dino jammed with Booker Sim creative producer through the divisn cloud-based workflow to bang out over 50 deliverables vetted by multiple layers of stakeholders. The online was supervised by Caio Oyafuso creative director in an in-person session, based on visuals shot and directed by Janick Laurent director in Detroit. All of which showcased the beauty of divisn’s hybrid cloud/IRL approach tailored to the creative goals and budgetary constraints each project.
