As Next 1, a sun-grown cannabis concentrates brand, shifted from a corporate look to a more fun, lifestyle brand, it needed an engagement tactic that would show consumers just how authentic the brand really is. Consumer research led us to an insight around the rebellious culture of skateboarding and how that closely aligns with the active, outdoor lifestyle of our sun-grown cannabis consumer. So we produced a skateboard documentary called Into the Sun that celebrates the sun that shines on our beautiful state, with a group of skateboarders road-tripping across the state to find the gnarliest, local spots to drop in and show what they’re made of. Due to COVID-19 restrictions the film premiere was cancelled, so we provided the film to all dispensary owners for free, produced a photography magazine that showcases the film’s highlights and created an art installation to be placed in dispensaries all over Colorado.
