The New Normal
Welcome to the
New Normal
What has inspired the creators, the makers and disruptors will now inspire us all. The symbol of counterculture... is at long last, just culture.
The Story
Untold,
Until Now
Until Now
The New Normal begins with a story that needed telling. The story of American cannabis. How something as common as corn was relegated to back alleys. The story of unjust punishment. But most of all, the story of redemption.
On-set Photography by Samuel Trotter
On-set Photography by Samuel Trotter
It was important that we told an authentic story, and [Jonze] was the right person to do it.
– Adam Bierman, MedMen Co-Founder
The Voice
A Fearless
Leader
Leader
Actor and activist Jesse Williams used to be a history teacher. Unafraid to tell it like it is in EMBER Issue 04, he’s giving us all a lesson in why the New Normal is about so much more than legalizing marijuana.
Williams on EMBER Issue 04
I think I've made it pretty clear that I'm not scared of being the first in trying new things, and speaking truth to power.– Jesse Williams for EMBER
The Making
An 80-Year
Journey
Journey
Putting nearly a century of prohibition in the past can’t happen overnight. But as we journey through the camera lens and into Jonze’s vision for change, we take an important step forward, together.
The Behind the Scenes
The New Normal is here.
The next step is up to you.
We believe a world where cannabis is legal and regulated is a safer, healthier and happier world.
Share now if you believe it too. #MMNewNormal
