When picking a name for our first edible, we got back to our roots. We thought about every angle of the cannabis experience: Why we reach for it; what it does for our mind, body, and soul; what brings us back to it. We also opened it up to you, our community, to tell us about your edible experiences and desired dosages. As the formula and flavors came together, we considered how to capture the brilliant range of benefits that came with these compact, nuanced treats.
Concentrated essences of plants and compounds from across the natural world. Multifaceted effects. There it was: Jewels.
These gummies are juicy little jewels.
Shop Lift Up + Wind Down
To bring Jewels to life, MG’s Head of Creative, Priyanka Pulijal, leaned into the camp of it all. 90s diamond ads. Surreal filmmakers. Pre-AI art. Priyanka treated Jewels more like a fashion campaign than an edible launch, asking: Why just do a photoshoot when we can make a full-on music video for each flavor? Why not have real animals at the photoshoot (treated with care, ofc)? Why not hire a professional dancer to choreograph an interpretative Jewel flow?
Weed deserves the highest caliber of artistic interpretation and expression.
Photography! Videography! Levitation! What inspired such an epic multimedia launch for Jewels?
Priyanka: The cannabis industry is still so tangled in the web of prohibition-era stigma and heavy regulations. Many companies are forced to play it safe, focusing on survival and sales over storytelling. With hemp offering more flexibility and the chance to advertise, we spotted a rare opportunity to push the traditional cannabis marketing envelope.
How did you go about ideating the visuals for Lift Up and Wind Down?
Priyanka: The videos are inspired by the feeling of Lift Up and Wind Down. With cannabis, the effect is the experience, and the experience is the effect. When you lead with those feelings, the creative naturally flows from there. I’d be remiss if I didn’t mention that this was a full team effort, especially with my creative partner and the director of the videos, my husband, Vishnu Vallabhaneni.
What was the mindset when approaching each of the two flavors: Lift Up and Wind Down?
Priyanka: For Lift Up, PG Lang and Spike Jonze were big references. I’d even say the TV show, Atlanta. We leaned into that bright, electric energy and added a touch of camp. That led us to our iconic lead, Nita Freeman, a badass older woman who exudes personality and humor. She brought femme playful spirit to her character, moving through a surreal, joy-filled day in quick, lively montage scenes that echo the effects of Lift Up. Wind Down, on the other hand, is all about relaxation - not sleep, but that sweet spot of unwinding with music, movies, or journaling. A more intimate, solo stoner experience. We envisioned a modern dance flow, capturing the bliss of being alone at home, moving through your space, and fully sinking into the night. It’s about that beautiful, solitary rhythm of winding down, and we wanted the video to feel like a dreamy, personal expression of that moment.
Feel the effect → Shop Lift Up / Wind Down
What was your favorite part of the shoot?
Priyanka: Our lead, Nita, was an absolute delight - her laughter and radiant energy lifted the entire crew. She had this effortless way of making everyone feel connected and at ease. Even the background actors bonded and became friends, which felt like such a beautiful reflection of the Miss Grass community. One of my favorite memories was watching Nita and the background actors sitting together, coloring with crayons on a piece of paper for a shot. For the Wind Down shoot, our lead, Jeremy Guyton, absolutely mesmerized us. His dance moves were fluid and intentional, and he was such a thoughtful collaborator, taking notes and elevating them into something we hadn’t even envisioned. My favorite memory from that night was the crew staying up late, eating pizza, and workshopping the natural flow of the choreography together. It felt like one of those dreamy, romantic Hollywood moments - the kind of collaborative magic you hope for on a creative project.
What about the photoshoots? Tell me about that creative inspo.
Priyanka: I was really inspired by those iconic De Beers commercials from the '90s — the whole "a diamond is forever" vibe. When concepting Miss Grass Jewels, I kept coming back to that lost era of luxury: premium, shiny, a little camp, and totally indulgent. I wanted the gummies to feel like a treat, like sitting in front of a mirror decked out in jewelry, or the way you feel when you’re handed a mimosa or a glass of champagne; just a little more sparkly and elevated.
That feeling carried through to every detail of the shoot. Kara Jubin, founder of Kkco, nailed it with the props, bringing in elements that made the gummies feel like treasures. Sophia Schrank, our photographer, played with light and texture to make the jewel tones pop, leaning into the campiness while keeping everything beautifully polished. The result was what we envisioned - an homage to that playful, luxurious feeling we want people to experience with every bite.
What was it like working with a Bearded Dragon on set?
Priyanka: This was all Kara’s hookup, our prop and wardrobe stylist! The lizard’s name is Chicken, and honestly, he was destined for fame. We wanted that surreal, high-glam vibe with some A-list animal energy, and Chicken understood the assignment.
Everyone on set was an animal lover, so extra precautions were taken on all sides to keep our co-stars comfy and chill. Our lighting tech monitored the water temp of the fish tank and made sure the fish had plenty of time to adjust and settle in. Chicken received everything he requested on his rider.
