LOS YORK REBRANDS CURALEAF/SELECT

Creative studio LOS YORK has launched “Get Up Here,” an anthemic brand film and 360 rebranding campaign for Curaleaf’s cannabis lifestyle brand Select that redefines cannabis culture in a diverse, upbeat and refreshing way, with a singular message that is destined to become the vibe for a new generation. The campaign includes product films, OOH, digital and print executions reflecting an updated brand identity anchored by the simple invitation to "Get Up Here." The film premiered at Will Ferrell’s “Best Night of Your Life” event at The Greek Theater in Los Angeles and is now running in dispensaries, on social media and in select media buys.

"From the very beginning our teams were committed to shifting the cannabis paradigm," said Scott Hidinger, Executive Creative Director of LOS YORK. "Moving away from the cliche, solitary, ultra laid-back vibe to one of vibrance and socialization."

This national rebrand of Select coincides with the recent launch of Select Briq, a proprietary vape that reimagines the cannabis experience for everyday consumers, and the expansion of Select’s X Bites edibles line with Live Rosin X Bites and High Dose X Bites, infused with the brand’s award-winning cannabis oil and proprietary encapsulation technology.

LOS YORK "Get Up Here" Campaign for Curaleaf/Select

CLIENT
Sr. Director, Brand Creative - Kenny Barela
Executive Vice President Marketing - Kate Lynch
Creative Consultant - Anne Marie Dacyshyn
Sr. Project Manager - Zach Granowitz
Associate Brand Manager - Marlee Glassberg

LOS YORK CREATIVE STUDIO
ECD - Scott Hidinger
CCO: Seth Epstein
Managing Director: Melina Osornio- Andrade
EP, Brand Partner - Rachael Ehrlich
Creative Director, Copy - Simon Philion
Creative Director, Art - Nicole Karalekas
Post Creative Director, Art - Eric Del Greco
Senior Producer: Marcela Ferrari
Production Coordinator - Tara Seewack
ACD/Design - Laura Pol
Animation - Ha Eun Chang
Design - Radu Pose, Shane Robertson, Paul Goldsmith, Nick Barclay, Kayla Norris
Sound - Assemble Sound LLC
Editorial - Ethos Studios

LOS YORK FILMS
Director: Nico Poalillo
Executive Producer: Leticia Gurjao
Head of Production: Earl McDaniel
Line Producer: Matt Rudge
DP: Jeff Sukes