High Class - Tokyo Smoke Collection Invites You to Watch, Learn, and Burn
Alright darlings, class is in session! Sometimes you need to spice it up, don’t stifle your sesh by sticking to the same old smoke routines. It’s in this vein that Tokyo Smoke created short and helpful videos to elevate sesh routines and destigmatize the conversation.
The educational video series showcases their dope accessories and works to bring the cannabis conversation into the spotlight. Inspired by the lack of educational and fun to watch videos in the space, the tutorials are meant to be contemplative, approachable, and compliant. Since strict industry regulations don’t always allow for in-person demonstration of smoke apparel, it’s nice to see a company respond with content that highlights the ‘how-to’ component of the accessory world.
The short videos aim to showcase different high-end accessories from the Tokyo Smoke collection, humanizing the products in a way that allows the consumer to envision incorporating them into their daily lives. The series somehow manages to avoid the sterile vibes of instructional videos, demonstrating intended use and how to incorporate cannabis accessories into everyday rituals with flare.
Berkeley Poole, VP of Creative for Tokyo Smoke brands, wanted the videos to be a breath of fresh air, making the consumer feel like part of the cannabis experience. Poole found other instructional videos in the space to be stigmatizing and limiting, so she used the opportunity to create a more voyeuristic approach, something consumers could really see themselves doing in real life.
“We wanted to create a layered experience with emotion and nuance, really bringing people into the conversation in a real and approachable way.” said Poole. It was important that the series be meaningful for consumers, transporting them into a world where cannabis isn’t a taboo subject but rather, proudly displayed and discussed.