How Jesse Williams Helped MedMen Craft the First Cannabis Commercial

Behind-the-scenes documentary shows work to contextualize the history of marijuana

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This February, MedMen released the first commercial for cannabis. The two-minute spot, a collaboration between director Spike Jonze, actor Jesse Williams, MedMen’s internal creative team and creative shop Mekanism, chronicled the history of cannabis, documenting everything from George Washington to criminalization to the future prospect of cannabis as a burgeoning industry.

Today, the company released a 10-minute behind-the-scenes documentary that not only tells the story of the ad, but also the story of the military veterans featured in the spot and what marijuana means to them.

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