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.
In addition to these products, we also managed the media plan, media buying, and press component of the campaign. We also arranged for Kevin Smith to do a signing inside of the dispensary. The historic campaign received widespread press across all channels, and was the first official marijuana tie-in in motion picture history.