Lume Anthem
Art Direction | Concept
After a few years of working with Michigan-based company, Lume Cannabis Co., they came to us wanting to craft an anthem campaign that both showcased the brand, while at the same time crushed the stigma that cannabis use is only for sitting on the couch.
After concepting ideas to show that smoking weed can be used to make your daily activities more enjoyable, we landed on our anthem spot titled, “Life, Amplified.”
Working closely and having weekly meetings with the director, Keenan Wetzel, and production team, Hiatus, we were able to bring our vision to life. Since Michigan is so near and dear to our clients, we worked specifically with an MI-based team, and even found MI-based artist JR JR to collaborate with on our musical track.
Since our concept focuses on the aspect of light indicating the good times amping up, we pulled some photo stills that show the little bit of magic that can happen when adding cannabis into your life.
Supporting Videos
Since the anthem video is more of a high level overview of the company and lifestyle, we wanted to create some supporting videos that dug deeper into the details of what makes Lume, Lume. Below we have videos that showcase the growing process, their effect-based system of categorizing product, as well as specialty products.
