Canopy Growth Corporation ‘Inside Tweed’ Video Series
A video series to tackle the stigma and misconceptions surrounding cannabis in Canada, building brand excitement, loyalty and engagement online and in 19+ cinema venues. 



Writer: Marcus Kaulback
Art Director: Jessica Hay
Video Producer: Dan Wallace
Creative Director: Joanne Gallop
Videography & Post Production: i/o Studio (Montreal)
Intro/Outro Music: Jeff Moberg (External)


Design Solution:

The team created a series of videos taking viewers on a ‘behind the scenes’ tour. Production included a three-week, cross-country shoot, conducting interviews with 30 people in different locations and post-production finesse to knit together narratives and messaging that enhanced the brand story. As Health Canada regulations prevent cannabis producers from featuring people, characters, or promotional messages in advertising and online content, the videos of employees speaking about their work provided an opportunity to showcase Tweed’s history, culture and products, providing an insider’s point of view on the operation and community.