The infamous Rat Pack featured singers like Sammy Davis Jr., Frank Sinatra, and Dean Martin. Others like actor Peter Lawford and comedian Joey Bishop also rounded out the group that was known for its hard-drinking and partying ways. Lawford and Davis were well-known cannabis consumers at the time. So it seems fitting that a premium cannabis company like Monogram would seek to emulate the glamour days of old.
The new campaign was shot at the stunning Frank Sinatra House in Palm Springs, where MONOGRAM recreated and paid homage to the photography of Slim Aarons. Aarons became famous for his highly stylized poolside vignettes from the early 1960s and his subjects were often glamourous jet setters, celebrities, and socialites. With wardrobe playing such a critical role in the art direction High Snobiety Fashion Director Corey T. Stokes styled each contemporized photo, with timeless looks immortalized by Aarons’ original work, while seamlessly weaving in modern accents or pops of streetwear. Featured personalities include ‘Best New Artist’ Grammy nominee Chika, New York-based trio of culinary experts & activists Ghetto Gastro, rapper & songwriter Curren$y, designer & stylist Aleali May, and fashion & beauty model Slick Woods. The cast of individualistic visionaries and icons of tomorrow are depicted across the campaign creative lounging on floats with MONOGRAM product in hand, basking in outdoor opulence and establishing a new good life, redefined.
From Palm Springs To NYC
Launching just in time for 4/20, the campaign is currently on display across all major U.S. markets including New York State, which recently legalized adult use of cannabis on March 31, 2021. Billboards and sprawling wallscapes featuring the photography can be found throughout well-traveled areas of New York City – from Times Square to SoHo to Brooklyn – further underscoring this major step in helping to destigmatize cannabis and drive progress forward for the industry
“On the heels of legalization, seeing creative like this become a natural part of the fabric of New York City only reinforces that cannabis has a right to exist within our customs, arts and social institutions,” shared Mr. Carter. “New York’s decision to legalize is a victory for the entire industry, and I’m excited to have MONOGRAM play a role in bringing that message to life in my own backyard.”
Slim Aarons’ life’s work was devoted to capturing as he put it “attractive people, doing attractive things in attractive places.” The photographs he created over four decades at the world’s finest locales have since become synonymous with mid-century luxury, beauty and leisure. MONOGRAM tapped Williams to reimagine several of these quintessential images – including “Keep Your Cool,” “Desert House Party,” “Poolside Glamour,” “Leisure and Fashion” and more – starring an updated cast of diverse personalities. The resulting imagery illustrates the dynamic, expanding landscape of modern luxury, and how it intersects with a new chapter in cannabis culture.
“The perception around cannabis has shifted a lot since the 20th century. If you were to ask me and my peers how we’d define the good life today, weed would definitely be a part of it. Whether we’re smoking to inspire creativity or to celebrate an achievement, cannabis has a rightful place in modern day culture,” said photographer Hype Williams. “HOV has a vision for the industry that he’s bringing to life through MONOGRAM. His focus for this campaign was to showcase how beautifully cannabis fits into the good life today, and I am honored to be a part of it.”