The Challenge
Weedmaps partnered with Think Tank Gallery in LA to promote a live art show in a way that didn’t feel like an ad. The concept was simple: follow the gallery owner as he connects with six different West Coast artists in their world, then use those stories to build real anticipation for the exhibition. The challenge was making six separate films feel cohesive as a series, while still letting each artist’s personality, process, and voice stand on its own.
The Goal
Create a doc series that could: spotlight artists with authenticity (not “branded content” energy) build momentum toward the show through story, not sales produce six episodes that feel connected, intentional, and bingeable give Weedmaps cultural credibility by showing up as a partner, not a sponsor
The Creative Approach
We treated the gallery owner as the connective thread—and each artist as a distinct chapter. To make the series work, we leaned into: character-first storytelling: let each artist’s process drive the episode a repeatable structure: consistent pacing + beats so the series felt unified texture + atmosphere: LA, studios, art, conversations—shot and cut to feel lived-in momentum: every episode ends with forward motion toward the show, without forcing a CTA Each film had to do two things at once: be a standalone portrait and a trailer for the culture of the exhibit.
Production Highlights
6 documentary episodes built around 6 artists Series format designed to be cohesive while keeping each story unique High collaboration with creative stakeholders to land the right tone Built as both cultural storytelling + event promotion in one package
Behind the Lens
My role: Lead Editor + Story Development I led the edit and story development across the series, responsible for shaping raw footage into six finished documentaries with a consistent tone, structure, and emotional pull. I owned: story shaping and narrative structure for each episode selecting interview pulls and building the core arc per artist pacing + tone consistency across all six films tightening the series “throughline” so the show promotion felt natural managing revisions and delivering final episodes ready for release
The Impact
The series gave the event a deeper reason to exist than “come to a show.” It built connection to the artists, elevated Think Tank’s brand, and positioned Weedmaps as part of the culture, not just adjacent to it.
