inspired by slim aarons, JAY-Z's MONOGRAM campaign comes just in time for 4/20

JAY-Z and his cannabis brand MONOGRAM have launched the first installment of a three-part campaign that reimagines the iconic photos of renowned mid-century american photographer slim aarons through a contemporary lens. captured by photographer hype williams — known for immortalizing modern hip hop culture — the campaign is a present-day interpretation of aaron’s famous images which encompass a lifestyle that MONOGRAM aims to portray.

images by hype williams for MONOGRAM

in his own words, slim aarons’ life’s work was devoted to capturing ‘attractive people, doing attractive things in attractive places.’ created throughout four decades, his work showcases mid-century luxury, beauty and leisure. to recreate this feeling, MONOGRAM tapped williams who reimagined several of these images with an updated cast of diverse personalities. the resulting images boast the dynamic, expanding landscape of contemporary luxury living and how it intersects with a new chapter in cannabis culture.

‘the perception around cannabis has shifted a lot since the 20th century. if you were to ask me and my peers how we’d define the good life today, weed would definitely be a part of it. whether we’re smoking to inspire creativity or to celebrate an achievement, cannabis has a rightful place in modern day culture,’ said hype williams. ‘HOV has a vision for the industry that he’s bringing to life through MONOGRAM. his focus for this campaign was to showcase how beautifully cannabis fits into the good life today, and I am honored to be a part of it.’

the MONOGRAM campaign was shot at the frank sinatra house in palm springs, california. it recreates and recasts a series of aaron’s most notable poolside vignettes. featured personalities include ‘best new artist’ grammy nominee chika, new york-based trio of culinary experts & activists ghetto gastro, rapper & songwriter curren$y, designer & stylist aleali may, and fashion & beauty model slick woods.

‘on the heels of legalization, seeing creative like this become a natural part of the fabric of new york city only reinforces that cannabis has a right to exist within our customs, arts and social institutions,’ said JAY-Z. ‘new york’s decision to legalize is a victory for the entire industry, and I’m excited to have MONOGRAM play a role in bringing that message to life in my own backyard.’

project info:

name: the good life, redefined

type: MONOGRAM ad campaign

shot by: hype williams