CRUEL partnered with 7ACRES to highlight the brand's commitment to exceptional cannabis cultivation and showcase its brand values through a comprehensive ten-part video series and accompanying blog articles, presented from the perspective of a cannabis enthusiast. CRUEL continued narrative from previous work with 7ACRES, having developed the visual identity of the brand for recreational cannabis launch in 2018; and later recognized as Brand of the Year at the ADCANN and Canadian Cannabis Awards in 2018, and Best Marketing Campaign at O’Cannabiz Awards in 2019.

CRUEL produced "Know The Grow," a ten-part video series supplemented by insightful blog articles. The series was curated from the perspective of a cannabis enthusiast, providing educational content that demonstrates the cultivation process and the brand's commitment to high-quality standards. It set out to underscore the different levels of values within the 7ACRES brand and establish the standard for exceptional cannabis cultivation—culminating in ‘The Future Ideal of the Plant’ a concept stewarded by CRUEL during development of the 7ACRES brand strategy. 

The "Know The Grow'' series successfully showcased the 7ACRES brand and its commitment to defining the benchmark for exceptional cannabis cultivation in Canada. By providing educational content, framed through a cannabis enthusiast's lens, effectively highlighting the brand's values and cultivation standards, and connection to the cannabis community, CRUEL was able to continue telling the 7ACRES story, as initially imagined in 2018. The video series and blog articles contributed to raising brand awareness and establishing 7ACRES as a leader in the cannabis industry.