Weed Week
Culture Campaign—
Weed is somewhat normalized, increasingly legalized, and deeply embedded in culture. But no one was treating it with both the fun and the fundamental seriousness it deserved.
Gerry led art direction and creative direction across two years of Weed Week, a week-long programming stunt that made weed the celebrity, culminating on 4/20.
Using 20 pounds of real weed, the creative showed close-up, copious amounts in curious, unexpected places while playing into the post-smoking effects, whether paranoia, humor, or cognitive abilities.
Content expanded across all VICE channels, including getting an entire town high, smoking weed with Jeff Sessions in D.C., and editorial coverage that helped lead to the release of Bernard Noble, who was serving 13 years for two joints.
Weed Week was the first of its kind on primetime television and was VICELAND's highest viewed week on television.