Buzzkill? Ontario Cannabis Store Campaign Highlights Hidden Dangers in Illegal Pot

Ontario Cannabis Store's (OCS) new campaign takes a bold approach to cannabis safety messaging. The province's legal cannabis distributor and retailer partnered with creative agency LG2, production company Nimble Content, and post managed by Recess Post - part of Holiday United Group, which offers a curated selection of broadcast and online production, commercial photography, and post-production. 

The three-part series, directed by Nimble Content’s Erica Orofino, highlights the hidden dangers that could be lurking in illegally-produced cannabis products. With a strong portfolio showcasing her strength in dark humour and character-driven performances, Erica was the perfect fit to bring this campaign to life.

The spots show each character in their element – enjoying music, gaming, or a meal – while a sassy voice-over delivers crucial safety messaging, striking the perfect balance between friend and informant.

"We wanted these spots to feel purposeful with a contemporary edge," explains Erica. "The approach was to create something that feels like a 'Gen-Z PSA with dark comedy vibes' – sophisticated, yet accessible and relatable.”

Smooth, intentional camerawork, thoughtful framing, and detailed art direction helped to create dreamy, intimate scenes. Each environment was meticulously crafted to reflect the character’s personality to help bring the individuals - and the reality of their stories - to life. 

The spots feel both informative and entertaining, which OCS hopes will help make their message about cannabis safety stick