'Mr. Tusk' and 'White Walrus'
We promoted Kevin Smith's film TUSK by developing two strains of medical marijuana that were sold through the Buds & Roses dispensary in Studio City, CA. We focused in on the names of the strains and the packaging it would arrive in. Taking cues from the film, we developed 'Mr. Tusk' as an indica—dark, paranoid, couch lock—and 'White Walrus' as a sativa—funny, uplifting, weird—to represent the extremes of the film. We created the initial sketches of how we wanted the labels to look and commissioned NY-based illustrator, Mr.Kiji to complete the vision. To accompany the promotion, we made limited edition grinders to help continue the film's marketing into the home entertainment segment.
Counting on Cannabis to Build Buzz by Michael Cieply (New York Times, September 2014)
Puff the White Walrus: ‘Tusk’-Branded Weed and Kevin Smith’s Career by Molly Lambert (Grantland, September 2014)
Kevin Smith's New Movie, "TUSK" is Being Promoted With Its Own Brands of Weed by Joe Berkowitz (Fast Company, September 2014)