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.
