Monogram

The Good Life, Redefined

“HOV has a vision for the industry that he’s bringing to life through MONOGRAM. His focus for this campaign was to showcase how beautifully cannabis fits into the good life today, and I am honored to be a part of it.”

– Hype Williams

From the idea’s inception to execution Jay Z tapped Hype Williams to put a modern twist on the iconic work of Slim Aarons. Produced by MATTE,  ‘The Good Life, Redefined”, recasts some of Slim Aarons’ most iconic moments, but through today’s lens, depicting a redefined world of luxury that cannabis has the right to be a part of.

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“Quiet Afternoon”
Photographed by Hype Williams ft. Slick Woods

 

“I stepped back and thought that
we are doing something pretty historic right now”

“We are taking the time to carefully weave our sensibilities into an advertising campaign for weed!”

-Hype Williams

The shoot featured a diverse cast of celebrity talent, such as Ghetto Gastro, Curren$y, and Slick Woods, all shot by Hype Williams to reinterpret five of Slim Aarons’ photograph collections in a way that redefined what “The Good Life” means in today’s day and age.

OOH

Hero campaign images were showcased across high traffic, key market areas including Time Square in New York City, West Hollywood and San Francisco. 

Social Campaign Roll Out

To accompany the wave of OOH billboard, 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.

“Desert House Party”
Photographed by Hype Williams ft. Ghetto Gastro, Slick Woods, Curren$y, Chika, and Aleali

“If you were to ask me and my peers how we’d define the good life today, weed would definitely be a part of it.”

– Hype Williams

Vocals for “Too High” specially re-recorded for MONOGRAM by Stevie Wonder.

“Keep Your Cool”
Photographed by Hype Williams ft. Aleali and Curren$y

 

“Leisure and Fashion”
Photographed by Hype Williams ft. Chika

“Poolside Glamour”
ft. Slick Woods and Chika

THE GOOD LIFE, REDEFINED LIVE ON MONOGRAMCOMPANY.COM

Credits

Slick Woods
Chika
Aleali May
Ghetto Gastro
Curren$y

Corey T. Stokes, Stylist
Tiago Goya, Hair Stylist
Alanna Wright, Makeup Artist
Liz Goldson, Casting Director
Derek Milton, BTS Videographer & Editor
Corey Bailey, Production Designer

MATTE Team

Matthew Rowean, Managing Partner
Ariel Panigel, Senior Creative
Pat Dierker, Art Director
Jeff Broadway, Producer
Meetra Javed, Account Director

Hype Williams Team

Hype Williams, Photographer
Richard Ramirez, Digitech
Akram Soliman, 1st Assistance
Omari Thomas, Gaffer
Keelt DeLeon, PA
Allen Chu, Post Production

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