Building the Brand — Learning When to Bob and When to Weave

Building the Brand — Learning When to Bob and When to Weave

Hosted by Alex Maeland, Eugene Kan Cody Horne

Audio by Elphick Wo

Photos by Alex Maeland

MAEKAN’s approach to documenting stories has been highly methodical, structured and organized. We achieved great editorial results over the past few months by sticking with this formula. However, as our body of work continues to grow, the importance of making judgment calls and quick adjustments becomes all the more important. That’s not to say having a gameplan doesn’t work. It’s about being able to identify opportunities that unfold and having enough flexibility to react in order to maintain the authenticity of a story.

For this latest installment, our editorial team offers a behind-the-scenes look at a recently published story, Marketing Cannabis — A Day with Sherbinskis and Young Dolph, sharing production-day experiences, as well as some of our biggest takeaways.

“I was trying to plan everything out […]. But the reality of it is everyone’s kinda smoking weed […] so you can’t really force your particular agenda. You just kind of need to take what comes.”

— Eugene Kan, Editor in Chief

“I don’t know if anyone else felt tense but we [did] because we were out of our element […]. It was a pretty non-threatening scene. We just had a different picture in our head of how that day was going to go.”

— Alex Maeland, Creative Director

“It doesn’t hurt to have a perspective on where you’re going to go, but be very open to relinquishing control of that game plan.”

— Eugene

“Getting more comfortable with being uncomfortable is to our benefit […]. We don’t have to feel like we’re ready, we don’t have to feel like we have the answers. We can just ask questions and play dumb.”

— Eugene