My Homies by Cheech & Chong

Cheech & Chong® embrace the web3 revolution with their collectible brand "My Homies", and set a long term vision on the metaverse with digital provenance

Branding & Identity

Client: Cheech and Chong

Date: May 3, 2023

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My Homies by Cheech & Chong

Personal Scope:

Project Idea Development, Pitch & Structure
Team and Contractor Sourcing
Team Production Schedule & Management
Artist and Talent Management
Art Curation
Go-To-Market Strategy & All Other functions of Executive Producer
Community Development, Management, Technical Maintenance
12 Months of Integrated Structure, Team Development in Plan for exit of my firm and to fulfill a full functioning brand department for client.

Cheech & Chong® embraced the web3 revolution with their collectible brand "My Homies", and Executive Producer; they set a long term vision on the metaverse with digital provenance.

My Homies teamed with artist, Jermaine Rogers and created an official, collectible series titled Homies in Dreamland, bringing to life new characters and storylines while simultaneously celebrating Cheech & Chong's 50+ year career of commercial and cultural success. Homies in Dreamland was the first installment for the My Homies Series with NFTs being just the beginning for this designer collectible brand.

Strategy & Approach

"My Homies" was an idea pitched to Cheech & Chong by Joe Bradley as a form of branding that could exist outside of the namesake and allow for an entirely new generation and wave of consumers to appreciate.

The "Homies in Dreamland" collection was the first installment of the brand and was released January of 2022. The holders of the NFT art collectible gained access to a variety of utility, including monumental amounts of collectible art airdrops and special access/utility tokens randomly inserted throughout the collection. IRL benefits were attached to the tokens like merchandise, autographed items, and airdrops of art by over 38 guest artists who have a long-time association with Executive Producer Joe Bradley

Jermaine Rogers, an established artist and collectible creator, is known for poster art created for Childish Gambino, David Bowie, Tool, Foo Fighters, Radiohead, Run The Jewels and many others.

"As many know, I am deeply involved in the art community. As an early believer, I am glad we are introducing an NFT project now, ushering in a new era of branding for the duo and the art community." – Cheech Marin

"NFTs are a new way for people to express themselves and reach out to others. Art is connecting with others and reaching the deeper parts of self. This can bring people from the NFT world into the world of Cheech and Chong, and together in the world of NFTs." – Tommy Chong.

Results

Homies in Dreamland sold out and generated $4MM within 15 Minutes of Public Release. Throughout the subsequent 12 months of management by Atomic Partners and Joe Bradley, the team curated an amazing amount of collectible art and set the brand up for future success after the strategized exit of Atomic Partners.

Press Release 1

Press Release from Sandbox

Press Release

NFT Collection

Collectible Art Collection