Acreage Holdings: Reframing Cannabis for Capital Growth

The Challenge

In a crowded, hype-driven cannabis market, Acreage needed to reframe its identity.
Backed by private equity and guided by a seasoned board (including John Boehner), they weren’t chasing headlines—they were building a mission-led company with a long-term vision.
The goal: shift cannabis from an illicit product to a life-changing one, and make that story resonate with serious stakeholders.

The Solution

In partnership with Unkommon, we produced a flagship mission film that told Acreage’s story through the voices of patients, employees, and healthcare advocates.
It brought emotional clarity to a complex issue and positioned Acreage as a credible, values-led leader in the space.
The film supported the company’s identity through a critical period of growth, ahead of its 2024 acquisition by Canopy USA.

Skills & Execution

• Concept development

• Scriptwriting

• Stakeholder and patient interviews

• Direction

• On-location production

• Editing

• Color grading

• Sound mix

• Motion graphics