The cannabis hardware category is crowded with look-alike products and feature-heavy explainers that few people actually watch. For our launch, we wanted to do the opposite. Instead of explaining the product upfront, we set out to earn attention first.
Our objective was to introduce Singular, a new modular vape platform, in a way that immediately differentiated it from everything else in the category. This was a B2B launch aimed at brand partners and operators, but we knew the audience still consumes media the same way everyone else does. They scroll past sales pitches and stop for entertainment.
The idea was simple: launch a new product, called Singular, like a movie. We created a cinematic teaser trailer that treated the product like the subject of a Hollywood release, building intrigue without revealing it. Once attention and curiosity were established, we followed with a second movie that revealed the product and explained what made it different.
Our goals were to break category norms, build anticipation ahead of the reveal, and position Singular as something worth caring about before anyone knew exactly what it was. Instead of leading with features, we focused on earning attention and interest first, trusting that understanding would follow once people were invested.
We designed the launch as a two-act story built specifically for digital and social platforms.
The first film was a teaser trailer that borrowed the language of cinema rather than advertising. Dramatic pacing, cinematic sound design, and trailer-style copy positioned Singular as something important, without showing the product itself. This restraint was intentional. In a category dominated by immediate explanations, mystery became the hook.
The teaser launched across social and digital channels and was supported by targeted display placements that drove viewers to the trailer rather than a traditional product page. This allowed the work to function as entertainment first, building intrigue and conversation before asking for deeper engagement.
The cinematic approach also led to organic editorial coverage, with industry publications picking up the trailer and treating it as content rather than advertising. That earned attention helped extend the reach of the teaser
beyond our owned channels and reinforced the idea that this launch felt different from typical B2B product announcements.
Once curiosity was established, we released a second video that revealed the Singular platform and explained how it works. The reveal maintained the cinematic tone of the teaser while shifting into clarity, showing the modular system and its benefits for brands and operators. Together, the two videos created a clear narrative arc: anticipation first, understanding second.
A key challenge was trusting the audience enough not to explain everything immediately. Launching a B2B product without showing it upfront is inherently risky. But that risk is what allowed the work to stand out. By treating the launch like entertainment instead of instruction, we created something that felt confident, modern, and human in a category that rarely does.
The campaign successfully reframed how Singular entered the market. Instead of being introduced as just another product, it arrived as an event that people chose to watch.
The teaser generated strong engagement across social channels, with viewers watching longer than typical product content and actively commenting and sharing speculation about what was coming next. Editorial coverage amplified that momentum, helping the trailer reach audiences beyond our existing channels and reinforcing its credibility within the industry.
A pivotal moment came organically when Dope as Yola, described by Forbes as “the most popular cannabis content creator in the world,” discovered the teaser organically and watched it live on his podcast. His channels reach millions of followers across YouTube and hundreds of thousands more across his Instagram and podcast platforms. Significantly, he shared this content with his audience in real time. That unprompted endorsement validated our approach and introduced Singular to a massive, highly relevant audience without paid promotion.
When the reveal video launched, it converted that attention into understanding, giving our sales and Product teams a compelling asset to use in real conversations with respected clients and prospects..
Together, the two pieces worked as intended: one earned attention, the other delivered clarity.
