We are a bold new voice in the quest for wellness building on a pedigree of lasting leadership in patient-centered care that truly helps people. We are committed to changing the game with safe, effective and reliable medicinal cannabis and looking for brand awareness videos to both communicate our mission and give customers and possible clients a peak behind the curtain on how things are done differently here at Curio Wellness.
We call this opportunity, “the unicorn.” That perfect client who comes along with time, trust and a big bold statement worthy of our team. From the moment we met Director of Marketing, Wendy Bronfein, we knew it was going to be a solid partnership. Hailing from the creative industry and lending her talents to global entertainment brands including MTV, BBC America and NBC Universal she understood the value of video. And that was crucial in the success of this campaign. By working directly with Wendy, and her father and co-founder of Curio Wellness, Michael Bronfein, we were able to craft very clear messaging around their established strategy, brand pillars and existing identity.
This was also a relevant case study in AlterEgo's success with direct to brand relationships and value based pricing (prominent themes with great industry thinkers such as Blair Enns, Chris Do and Joel Pilger). We were able to satisfy the main criteria by working directly with decision makers to properly diagnose their problem and come up with a range of creative solves together, along with appropriate budget tiers to match. Their final choice allowed us to execute a :30 design-led 2D animated infographic explaining the overarching mission of their business, accompanied by an extended “inside look” live action interview forward piece to tell their unique story. By giving the viewer access to the top decision makers in marketing, cultivation, and manufacturing, this piece offers a potential customer unique access into the world of Curio Wellness; how and why they formed, their mission, their unique manufacturing process and meticulous cultivation techniques. All around their core messaging - SAFE, EFFECTIVE and RELIABLE.
The concept development and design phases for their animated infographic began with a full creative team brainstorm complete with design inspiration from multiple disciplines and sources, including popular advertising for medicinal cannabis in Canada. As you can see from the attached frames, our final mood boards showcased a variety of looks ranging from dynamic kinetic type to more static’s based visual expressions to bold shapes & the powerful use of negative space. In the end, these decisive and creative executives knew their brand and more importantly, what they wanted. The aesthetic choice was unanimous: Straight Talk OG for the win! We got straight to work on tweaking our script which was written in house by our talented team of writers, and custom designing the type we were to bring to life using their brand font and color palette.
Once the initial :30 piece was out in the market targeting their specific audience online, we got to work on rounding out the campaign with the longer form “inside look” story. The goal was to truly give the consumer an exclusive peak behind the curtain at the inner workings of a state of the art medical facility. We spent a day with Michael and Wendy, along with the Directors of Manufacturing and Cultivation Operations, capturing the very essence of how they started Curio Wellness. And it’s a fascinating story why this pharmaceutical veteran was sold on medicinal cannabis, the carefully regulated science behind every decision made and their unique take on manufacturing and cultivating the many products created using their award winning flower (Named Best Flower & Topical in Maryland by Leafly).
We filmed over two days in both their dispensary and manufacturing facility and learned more about medical cannabis than ever thought possible. I think it’s safe to say that we all walked away with a HUGE appreciation for this budding 😉 industry and the passionate and intelligent trailblazers leading the charge at Curio Wellness. We were inspired by their tenacity, blown away with their state-of-the-art facility and impressed with their commitment to helping people heal.
Curio is cultivating over 600 pounds of flower per month. They also do all extraction and infusion for vapes and edibles on-site.
To learn more about obtaining a medicinal license in MD, go here: