Have you ever wanted to know how weed will make you feel before you buy it? Or feel the secondhand euphoria of a product from your couch? Look no further than Miss Grass’s promotional videos for their new Jewels line, a collection of federally legal, hemp-derived THC gummies. The company is doing the work to show that weed deserves its place in the media, and it’s doing it well.
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The videos, called “Lift Up” and “Wind Down,” are unapologetically bizarre and accurate portrayals of how it feels to be high. They promote their Watermelon Blood Orange Mimosa and Berry Lemon Ginger Tea gummies, respectively, but the products take a visual backseat to the actors.
From mid-park levitation to a man slowly slipping out of a window into the night sky, the creative team at Miss Grass showed the distinct experiences of using weed that energizes versus weed that calms, and how each carries its own bliss.
Why videos?
To Miss Grass, these videos are more than promotion—traditional media is still gatekept from cannabis brands, and the company wants to build its own channels through which to tell its own stories and portray real marijuana use. Instead of surrendering to the overplayed stereotypes of lazy stoners, the company wants to shed light on real rituals and use.
“There are still so few authentic portrayals of what it actually feels like to be high, and because of the many rules that hinder cannabis advertising, few ways to get that message to consumers. These films aim to shift that by capturing emotion over explanation, showcasing the feeling, not just the function. We’re showing, not telling,” said Kate Miller, co-founder and CEO of Miss Grass, in an email to GreenState.
Miss Grass was a content, curation, and community platform before it was a weed retailer, and this project was a return to those creative roots. Cannabis has always been a part of popular culture, albeit hidden—creative director Priyanka Pulijal and the rest of Miss Grass are showing that it can take the front stage in funny, valuable media portrayals.
Other groups like the Cannabis Media Council—with its “I’m High Right Now” campaign—and shows like Cannabis! A Viper Vaudeville are similarly working to give the plant the spotlight its always warranted.
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If the videos convinced you to either lift up or wind down, shop the Jewels line here.
Cannabis deserves a spot in traditional media, and projects like these show exactly why. Society craves more accurate and respectful portrayals of how it feels to be high, and Miss Grass is taking that step.