Heavy Hitters is all about being original and true to yourself. As one of the largest cannabis brands in the country, we wanted to keep the street cred as we grew. No "sell-outs" here. In order to drive that message home and create awareness of our positioning in the mind of our consumer, we aligned with four SoCal originals in their crafts with the True Originals video series.

We built the brand story by developing community outreach into core consumer interest groups of tattoo, skate, street art and Chicano culture. We used the videos to bring existing and new fans to the brand through IGTV, YouTube and our brand blog.