Momentous Reimagines the Process Video for the Cannabis Industry
CAMP Trailblazer
IN PARTNERSHIP WITH
THE CHALLENGE
Process videos are almost a requirement in the cannabis industry. Every major brand has them and utilizes them as a large part of their social presence.
CAMP set out to take this tried and true practice within the industry and level it up.
Members of the Momentous team crafted the concept and took on the production process from pre to post.
THE STRATEGY
Elevated. Insightful. Beautiful
Our strategy was to embrace the "process video" concept by breaking down what it meant - showing how cannabis products get from the facility to the consumer - and depict it in a thoughtful, energetic and stylistic way.
The visuals in these pieces had to be strong, bold, and familiar. The pacing had to be upbeat to evoke movement and inspire action.
THE NORTH STAR
Taking a Beat From the 90s
We dug into ads and lifestyle imagery from the 1990s to inspire the Trailblazer spot. It was important for the images on screen to evoke emotions and a sense of belonging to those in the community.
THE STYLE
Through our research we focused on highlighting three main pillars that were important to our client and relevant to our audience.
Authenticity
The retro aesthetic provides a raw and unscripted feeling to the footage that grounds the piece. This authenticity was an important part of this project, as we wanted the audience to feel seen not sold to.
Culture
The audience for CAMP comes from a diverse background that finds community within the culture of cannabis, and as such it was critical that we captured the essence of the culture in order to speak directly to the community.
Spirit
The cannabis industry is a champion of freedom in more ways than one, in spite of being one of the most regulated industries in the United States. Diving into that freedom and using other visual expressions of freedom such as dance, music, and art provided the perfect backdrop for this piece.
Freedom Personified
Dance and movement utilized to parallel freedom of expression
Subcultures Welcome
There are no gatekeepers to the cannabis industry. All are welcome.
THE RESULT
Trailblazer
We utilized local talent - real dancers, musicians, skateboarders, and artists to fill out the world of this spot. The handheld nature and stolen shots provided the perfect mise en scene to achieve the 90s aesthetic that we set out to.
THE RECEPTION
The video debuted at a key live event for the cannabis industry and was a massive success for CAMP. The project also went on to be recognized by the 2022 Cannabis Clio Awards and was placed on the Shortlist in both the 31-60 second and cinematography categories.
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