Creator Spotlight - Bri Smith

Can you recount the moment or experience that convinced you to enter the cannabis industry? What about it specifically captured your interest?

Bri: Yes, absolutely. It was 2015, I was living in Los Angeles, and I had just been in and out of hospital visits and doctor's offices after a series of major symptom flare-ups involving migraines, severe digestive irregularity and pain, muscle inflammation, skin flares, and much more. I was recounting my experience to a friend and asking for any advice on how to reduce my pain without having to eat ibuprofen like candy. They mentioned utilizing cannabis as medicine, and although I had certainly consumed cannabis at that point, I had never utilized it as medicine nor understood how I would.

I started looking for resources. There was an upcoming Green Flower Media virtual Health Summit - and at that time, with so few options for cannabis education, I chose to register. Those two days were jam-packed with incredible people, science, studies, anecdotes, harrowing stories, and so much more. It kickstarted my lifelong journey of learning all I could about cannabis. It was a major turning point in my life and in my career. At that time, podcasts were on the rise - so I looked for cannabis podcasts but only found 3. They were all hosted by older men, and while I found the information valuable, I was looking for a female perspective - and maybe someone a bit younger. That's when I had the thought... "If no one else is doing it, maybe I should."

I started to attend Women Grow meet-ups in West Hollywood. I connected with great people and asked a few to chat on my new podcast. During all this, I worked in traditional ad agency settings as a brand manager or project manager. There was a turning point in 2017 when I thought to myself; I have all these awesome creative and strategic skills in advertising and marketing - I know the industry needs it. I think it's time to shift. My first cannabis role was working at Green Flower, writing video editing notes and managing social media. Since then, I've worked as a brand strategist and copywriter with many other brands in the space, including Heally, CannaSiteCo., Wick & Mortar, Fat Nugs Magazine, Beard Bros Media, and so many more.

Reflecting on your diverse portfolio, which project do you feel best represents your vision and values? Could you describe the inspiration and process behind it?

Bri: For the last four years, I've worked primarily as a Brand Strategist and Copywriter for CannaSiteCo. This work is absolutely up there as some of my all-time favorite work. Being trusted to help brands define their values, mission, vision, and voice is an honor and privilege.

I am by far the proudest of the project I am currently working on—Highly Recommended—A Canna-Travel Docu-Series in partnership with Beard Bros Media. I have a strong desire to seek justice, do the right thing, and give credit where it's due. This documentary is the best representation of my vision and values because it highlights my deepest core beliefs that kindness and empathy should always come before greed and clout.

Corporate greed is a huge issue in the world right now, and the cannabis industry is no exception to the rule. I've met the most incredible people in the cannabis space, but they're struggling because federal, state, and local governments are being influenced by big money to gut the industry. This work is so important because it's a way to actively fight back through storytelling. When we learn these stories, it connects us. We discover new businesses to support and can consciously re-direct our money from corporate entities to real people who live and work in our communities. This documentary is intended to support the hard-working, values-based mom-and-pop brands, the small businesses that support entire communities, and the farmers risking it all to provide incredible artisanal flower to patients.

This isn't some big-budget project. It was funded by a few small brands, sweat equity, and the support of Jeff and Bill Levers. I used what I already had - my 13-foot Scamp Camper, my iPhone to film, and a lot of perseverance and bravery. Traveling across the country for 60 days - especially as a solo female traveler - is not for the faint of heart. I have some harrowing stories, but the most harrowing are those I learned along the way.

The creative world often faces challenges that can dampen enthusiasm. What challenges have you faced in your career, and how do you navigate them to stay inspired and effective?

Bri: Over the last fifteen years of my professional career, I've faced some pretty frustrating challenges. Here are three of the most challenging ones and what I’ve learned from them.

Regular layoffs in marketing departments - We all know how horrible the layoffs have been in the last few years, but the reality is that marketing departments have always been the first to take layoff hits. At first, I would feel devastated after a layoff, but I quickly realized that it wasn't about me. The best thing you can do is move on quickly and not let the hit become personal. Take the skills you learned from the last role and bolster your resume. With each new gig or role, you gain another valuable skill you can market, helping you to pivot on a dime when needed.

Working on projects that don't align with your personal values - This is a tough one as well. In an agency setting, you'll see all types of different clients. Some you will love, and others you will loathe. Ultimately, YOU get to choose what your values are worth. I discovered there was a type of client that I was no longer comfortable with writing copy for. The first thing I did was talk to my supervisor. I told her that I would like to avoid working on projects from specific industries that I couldn’t get behind (big tobacco, weapons manufacturers, brands that make HHC, THC-O, and other synthetic cannabinoids, etc). She was accommodating and brought on another writer for that type of work. For me, money cannot buy my values. Money isn't my main driver of success, therefore, money cannot convince me to work on projects/brands/ideas that I wouldn't support IRL. I believe that folks who live through their values will be the ones to truly make progress in dethroning greed and corrupt corporate/political interests.

Feeling the burden of doing it all - The reality is that life doesn't stop. The speed at which we are forced to communicate, plan, and work is alarming and unnatural. When we are required to do it all from the minute we wake up to the moment we sleep; we lose our passion and zest for life. I'm learning how to juggle being a full-time, one-woman independent agency and production house while also running a household and solo parenting an extremely active child under the age of five. I’ve realized the most important part of getting through it is by leaning on the real ones in your life, setting boundaries, and advocating for the appropriate time to complete work, rest, and be offline. Sometimes, estimating the time you need is extremely difficult because there are so many changing variables, and there is no one to fall back on. So we do our best, even if our best is 90% or 60% or 10%. But the most important thing is to give yourself grace. Have you heard the iron triangle adage? Pick two. Fast, cheap, great. The same goes with mothering and work… pick two. Clean, rested, and caught up on work. And learning to be ok with that can really set you free. I'm still learning to do that, and every day is challenging.

Your work not only reflects skill but also a deep commitment to societal issues. How do you intertwine your advocacy with your professional endeavors, especially in cannabis-related projects?

Bri: Everything is interconnected. Truly everything. It took me a while to realize that you may be able to compartmentalize issues for a while, but the problems will keep popping up. The more we ignore tough topics in the work we do, the more we support not only the supremacy of the wealthy class but also the patriarchy. I've chosen to work on projects where I can help brands dive deep into the why, peel back the truth, and find their core beliefs. It all funnels into how the brand communicates with its audience.

When it comes to cannabis, it's clear that state by state, we're slowly chipping away at prohibition. But that's only happened because of the fierce advocates who have boldly addressed the war on black and brown people, the inequity, the propaganda, and the fear-mongering. They do it through their chosen language and messaging. I've taken a page from the book of advocates who have come before me. In all that I do, I must choose to do the right thing - and advocate for change. Whether it's website copy, an article, event planning, or marketing promotions - does this language help or hurt people and/or the planet? Does this messaging link back to core beliefs? Can this choice be justified by our values?

I may sound like a broken record, but it really does come down to values. Are you willing to fight for what's right, even in small micro-actions daily? Even if it means turning down money? Ultimately, we either operate through values or are enslaved to money. You can still earn money while living through your values - but you can't place earning money above them. At that point, almost anything is excusable - stealing, corruption, violence, greed. And that's when we fail as individuals, an industry, a community, and a nation.

For those inspired by your journey and keen to follow your career, where can they access your most recent work or get updates on your new projects?

Bri: I'd love for people to follow along on LinkedIn or Instagram. To read my body of written work - articles, blog posts, etc. you can find it here www.gobricreative.contently.com. To follow the Beard Bros Highly Recommended Canna-Travel Docu-Series with Bri Smith, follow us on Instagram and sign up for the Friday Sesh Newsletter. We'll launch the landing page soon, and full episodes will be uploaded to YouTube - all of which will be announced in the Friday Sesh newsletter. People can also check out my website to learn more about my work.

As you look forward to new opportunities, are there specific types of projects or collaborations that excite you? How should interested parties approach you to discuss potential collaborations?

Bri: Yes, absolutely! I am seeking mission-driven and values-based clients who need help with brand strategy, branded copywriting, event planning and production, and those interested in brand partnerships for social media and beyond. I also write articles as an independent journalist and would love to receive pitches for new stories. To reach me for any of these things, please send me a direct message on LinkedIn.