The Challenge
Weedmaps set out to explore a high-stakes question: can cannabis play a meaningful role in reducing opioid dependence and harm? The story needed to be emotionally human, medically credible, and clear enough for a broad audience, without slipping into propaganda or “brand content.” The doc had to balance real lives, expert insight, and a sensitive public health topic, while still moving with the pacing and tension of a true documentary.
The Goal
Create a documentary that could: educate without lecturing build trust with skeptics and supporters alike tell a human story that people would actually finish support Weedmaps’ larger mission-driven brand narrative with credibility
The Creative Approach
We built the piece like a story first, not a report. That meant shaping the narrative around: • human stakes (what opioid addiction costs people and families) expert credibility (medical insight that’s understandable, not academic) • clear progression (problem → consequence → possible path forward) • pacing that holds attention (clean structure, intentional reveals, and emotional breath) In the edit, we focused on clarity: every scene had to earn its place, and every shift in tone had to feel intentional.
Production Highlights
Documentary edit with multiple story threads (experts + lived experience) High sensitivity subject matter requiring careful tone management Heavy post lift: story shaping, narrative assembly, pacing, and refinement Collaborative process: multiple stakeholders and revision rounds to final
Behind the Lens
My role: Lead Editor + Story Development I was the lead editor on the documentary and worked closely on the story itself, helping write, shape, and assemble the narrative into a cohesive film. I was responsible for: • structuring the story arc from raw interviews + field footage • shaping VO / interview pulls to land clearly and emotionally • building pacing, tension, and momentum across longer runtime • coordinating feedback rounds and revisions through post • polishing the final cut for clarity, impact, and watchability
The Impact
The final documentary delivered a clear, emotionally grounded narrative around a complex topic, positioning Weedmaps as a brand willing to take on meaningful stories with craft and credibility, not just marketing.
