Abouttime, a Creative Agency, approached me to Creatively and Executively lead all content creation for a Michigan based Cannabis brand called COMMON CITIZEN. After getting to know the brand ethos and goals, as a company that claims Cannabis for Humanity, I pitched to create a documentary film that captures the community of Michigan whose relationship with Cannabis highlights the Past, Present, and Future of the industry.

The Film production was strategized to create a 25 minute short film + Product Spot + Brand Spot + Library of images, with a real piece of art and marketing tools to promote Common Citizen’s identity and ethos.

Working with documentary filmmakers EVEN/ODD Films we captured 15 Michiganders and how the plant intersects in each characters life, to not only create a visual language but a tapestry of what the word Humanity means. The short film premiered on NOWNESS on 4.20.2022









Proving the ethos even further, Abouttime also developed a value driven product - called Principle - a preroll joint that was a monetary commitment to a socially equitable model for the brand to stand on. Principle is a product that when purchased 100% of the profits will be redistributed back into the Michigan Community.

CREATIVE AGENCY ABOUTTIME 
Founder JAMES GRANT Managing Director STACEY KAWAHATA
Executive Producer JESSICA LAW Creative Director JESSICA LAW
Public Relations SEEMA DHILLON

FILM PRODUCTION EVEN/ODD FILMS
Director MOHAMMAD GORGESTANI Executive Producer  MALCOLM PULLINGER Creative Director OMID FATEMI Head of Production TAYLOR FELTNER Line Producer RODNEY BYERSON Director of Photography MICHAEL CAMBIO FERNANDEZ Photographer ALI LAPETINA Editor - Film ASHLEY RODHOLM Editor - Brand MATTHEW HOLLIS Post Production Supervisor ROCCO CAMPENELLI