Roc NationMatte

Working with ROC NATION ahead of the launch of Jay-Z's new cannabis line MONOGRAM. We paired them with NYC's MATTE PROJECTS to help ideate and execute elements of their launch strategy, campaigns, and digital content.

Art direction – creative direction – digital content series

Everyone has a cannabis story to tell. MATTE worked with MONOGRAM to create an ongoing digital content series that celebrates these unique stories — called “High Tales” — which looks to cultural legends to share their personal stories on topics ranging from their first cannabis experience, to their day-in-the-life, to how their relationships with cannabis have formed and evolved over time.

“The High Tales series is an intimate trip down memory lane while showcasing how cannabis brings all kinds of people together that transcend music, art, and creativity — featuring legendary talent such as Jadakiss, N.O.R.E., Tinashe, and more.”

Matthew Rowan, Matte

360º INTEGRATION ACROSS MONOGRAM SITE, INSTAGRAM & YOUTUBE CHANNEL
360º INTEGRATION ACROSS MONOGRAM SITE, INSTAGRAM & YOUTUBE CHANNEL

“MATTE are connected to fashion, streetwear and culture in a way few other agencies are - the founders and designers who work there have shaped that world for years and so when we were tasked by ROC NATION to find them a team that could help realise Jay-Z's vision and position his new cannabis brand MONOGRAM as an instant icon, Matthew and his team in NY were put right at the top of our shortlist.”

Nick Bell – Founder, ASK US FOR IDEAS