Black and white photo of a person with glasses and light-colored hair speaking to reporters, multiple microphones labeled with radio station logos are directed at him, and several hands hold recording devices close to his face.

CASE STUDY

PAX LABS, INC. + DENNIS

Together with PAX Labs, Inc., we produced “DENNIS: The Man Who Legalized Cannabis”

The documentary was created in conjunction with PAX’s ongoing "Be a Force for Good" initiative, which focuses on supporting community, social justice, and health initiatives. PAX partnered with LGBTQ+ activists to honor the late activist Dennis Peron, who spearheaded medical cannabis legalization in California.
This project won numerous awards and was written up in Forbes.

People participating in a parade with signs promoting marijuana and cannabis legalization, riding in a convertible car under bright sunny weather.

“DENNIS: The Man Who Legalized Cannabis”, tells the story of veteran, LGBTQ+ and cannabis activist, Dennis Peron -

Who despite repeated arrests and intimidation from authorities, successfully co-authored and passed proposition 215 in 1996, making California the first state to legalize cannabis for medical use.

THE DETAILS

BONE + GOLD ROLE

Full Scale Production - Concept to Delivery

DELIVERABLES

20 minute documentary plus all necessary promotional assets including a trailer and social cutdowns.

A middle-aged man with gray hair, wearing a green shirt, appears to be talking passionately with his hands raised, in a room decorated with photographs and posters on the walls.
Group of diverse people gathered outdoors, some holding papers and others listening, engaged in a conversation.

APPROACH

We prioritized authentic, story-first narratives and cinematic quality. “DENNIS” is meant to feel like independent content, made to establish trust and emotional resonance by aligning with PAX’s brand values.

EXECUTION

Bone+Gold strategically submitted the film to various awards and film festivals around the globe.

RESULTS

The film generated press nationally and locally + received numerous awards including a Gold Cleo. “DENNIS: The Man Who Legalized Cannabis” remains streaming on PAX’s social channels indefinitely as a piece of evergreen content, reaffirming PAX as an industry leader.

Black and white image of a person playing trumpet with a crowd in the background.
Black and white illustration of a person sitting at a desk with a computer, books, and a lamp, engaging in work or study.
Silhouettes of two medieval knights in armor, holding swords and shields, standing against a bright, cloudy sky.
Black silhouette of a laurel wreath on a black background.
Empty black award or medal with a laurel wreath design.

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