Abouttime hired me as Executive Creative Director for COMMON CITIZEN, a Michigan-based cannabis brand rooted in “Cannabis for Humanity.” After aligning with the brand’s ethos, I proposed a documentary as the campaign anchor: a portrait of Michigan communities whose relationship with the plant reflects the past, present, and future of the industry—its harms, its possibilities, and what equity can look like in practice



I partnered with brand leadership, agency teams, and production/distribution partners to align strategy, creative, and execution across deliverables, building a project designed to function as both a cultural artifact and a marketing engine.




The campaign included a 25-minute documentary short, a brand spot, a product spot, and a stills library to support the brand across platforms. For the documentary, I interviewed and filmed 15 Michiganders, tracing the plant’s role in their lives and shaping a visual tapestry of what “humanity” looks like across communities. To embody the mission materially, the team developed Principle—a pre-roll with 100% of profits reinvested into Michigan communities
 

TO DATE $500,000 HAS BEEN REINVESTED

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