Get Up Here

Curaleaf’s cannabis lifestyle brand Select has launched “Get Up Here” an anthemic brand film and 360 rebranding campaign 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. Created by Select in partnership with the multidisciplinary creative studio LOS YORK, 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.