MedMen: The New Normal by Mekanism
- Location:
LA-based cannabis company MedMen has tapped famed director Spike Jonze to film its latest commercial campaign. The two-minute, pro-cannabis spot follows the tumultuous history of weed and how it now stands to benefit society.
MedMen also got Grey’s Anatomy star Jesse Williams to star in the film. The ad furthers MedMen’s vision where legalized and regulated cannabis creates a safer, healthier and happier world.
The commercial chronicles society’s evolving perceptions of the plant, from pre-prohibition to the modern, legal industry of today. It starts in Colonial days, as we learn that George Washington had a hemp farm, then runs up to the anti-pot propaganda film Reefer Madness and shows how the plant was criminalized. ‘The New Normal’ takes the audience on a journey through the illegal past of weed and looks to a hopeful view for the future now that it is legal in many states, including California.
Credits
Director - Spike Jonze
Featuring - Jesse Williams
Written by - Spike Jonze, Jesse Williams, Tommy Means
Cinematography - Bradford Young
Production Design - James Chinlund
Music Composition - Frank Dukes
Music Editor - Ren Klyce
Wardrobe - Jennifer Johnson
Creative Director - Tommy Means for Mekanism
Executive Producers - Co-Founder and President Andrew Modlin, Co-Founder and CEO Adam Bierman, Chief Marketing Officer David Dancer for MedMen
Producers - Amanda Adelson, Laura Klein, Emily Skinner, Eriks Krumins for MJZ; Annie Uzdavinis for Mekanism
Editor - Joe Guest for Final Cut
Assistant Editor - Dillon Stoneburner
VFX Supervisor - Alexander Thomas for FrameStore
Colorist - Beau Leon
Sound Engineer - John Bolen for Formosa
