MONOGRAM - THE GOOD LIFE, REDEFINED

2021
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“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

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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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"Hype Williams Reimagines Slim Aarons’ Poolside Socialites for Jay-Z’s Cannabis Line"

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“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

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CELEBRITY CAST

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.

“If you were to ask me and my peers how we would 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.

"DESERT HOUSE PARTY"

Photographed by Hype Williams
ft. Ghetto Gastro, Slick Woods, Curren$y, Chika, and Aleali

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“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

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Social Rollout

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.

OOH CAMPAIGN

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

THE GOOD LIFE, REDEFINED

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Credits

Talent
Slick Woods
Talent
Chika Aleali May
Talent
Ghetto Gastro
Talent
Curren$y