For 4/20, we tapped into #gardeningtok, coded social language for getting high, and turned it into a cultural entry point.

We distributed hundreds of custom grow kits with plugs and mixed-media zines, inviting people to grow their own edible (gardens), blurring the line between product, ritual, and content.

In partnership with Action Bronson, we extended the idea into a three-part content series: planting, waiting for the edibles to hit, and finally cooking with the munchies.

Results: 1.2M impressions, +12.57% follower increase, 6.36% ER.

Press: Campaign US, Muse By Clios, Little Black Book.