Monogram “The Good Life, Redefined”
The Context
Monogram wanted to re-establish cannabis within a luxury context. MATTE was tasked with creating advertisements for major markets where luxury lifestyle and marijuana usage intersected, while meeting legal requirements locally.
Monogram marked a new chapter in cannabis defined by dignity, care, and consistency. Jay-Z - Monogram’s founder - tasked MATTE to develop an unique vision for the cannabis industry as an ambassador for a new code of luxury that fits into what the good life is today.
The Approach
MATTE collaborated with Hype Williams and the Monogram brand team to create, ‘The Good Life, Redefined'. The campaign recast some of Slim Aarons’ most notable moments of socialite culture and reframed them using Black talent - from director to models, depicting a redefined world of modern luxury while keeping the original tone. The shoot featured a diverse cast of celebrity talents such as Ghetto Gastro, Curren$y, and Slick Woods, all shot by Hype Williams to connect weed with cultural touch points of food, music, and fashion.
The Outcome
Hero campaign images were showcased across high-traffic, key market areas including Times Square in New York City, West Hollywood, and San Francisco. To accompany the wave of OOH billboards, Monogram launched across social platforms Twitter, YouTube, IG, and Facebook. With a mix of YouTube videos, IG carousels, and stories, Monogram social highlights the diverse cast in hero campaign content and BTS moments. The blend of media was an invitation from meant to usher in a new era of recreation, where all are invited to the party. MATTE also collaborated with Jay-Z's Monogram Weed Company to create "High Tales", an ongoing digital content series celebrating unique personal stories related to cannabis and cultural legends
