When I was living in California, the legal cannabis market was booming and cannabis companies were swimming in cash. But paid channels wouldn't allow them to buy media and ad agencies were too nervous to work with them. So a couple friends and I decided that we wanted to try to fill this niche by offering cannabis-related content that would be crafted for organic reach (or, that extremely over-used term: "viral videos").
With virtually zero budget, my partners and I produced "Weed Snobs" on spec to shop around to the biggest legal cannabis brands. We ended up launching the video with Weed Maps, a Yelp-like service for legal cannabis dispensaries. With no paid push, Weed Snobs received 500,000 organic views in its first week and reached the front page of Reddit.
I produced, directed, co-wrote, edited, and acted in "Weed Snobs."