Mario is an an engineer, consultant, entrepreneur and creative pro. He currently serves as founder and chief executive officer of Motif Labs.

We spent two minutes with Mario to learn more about his background, his creative inspirations and recent work he’s admired.

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Mario, tell us …

Where you grew up, and where you live now.  

I was born in Bosnia during its war in the ’90s, and my family moved to Canada when I was five. I grew up in London, Ontario, but lived in Toronto and other cities before returning to London six years ago, when I founded Motif Labs. My wife and I live in London today.   

How you first got interested in cannabis.  

I’m a chemical engineer by training and started my career in the oil and gas business. A friend sent me a pitch deck of one of Canada’s first cannabis LPs back in 2016. The deck explained the legislative updates being made and caught my attention. I worked at Imperial Oil at the time but was actively looking for an entrepreneurial endeavor. As I learned more about cannabis, I realized that extraction and cannabis 2.0 products were right up my alley. So, I took the plunge and started crafting the business model. 

One of your favorite projects you’ve ever worked on.

Our new vape line, Rizzlers, stands out from a sea of generic 510 cartridges and offers a customized and eye-catching closed-loop pod design that pulls from ’90s nostalgia for the skater scene. But it has also been modernized to appeal to adult users who came of age after cannabis became legal. Rizzlers was launched with a lot more process, data and structure than our best-selling brand, BOXHOT, which is Canada’s no.1 vape product. Rizzlers benefited from the lessons we learned with BOXHOT.

A recent project you’re proud of.

We are very proud of the commercialization of our large-scale THCA (also known as “diamond”) hydrocarbon process. It was great to have departments—marketing, innovation, creative, operations, safety—come together to commercialize something so novel and technically difficult. Diamonds are the pinnacle of cannabis extraction tech. You cannot make a purer form of THC, and we are making 99 percent+ THCA, which is great. It has led to so much innovation with our vapes and infused pre-rolls.

The biggest challenge cannabis marketers face today, and how to approach it.  

Motif has quite a few irons in the fire to ensure we’re not overly dependent on any single product line. But we have found that if we focus purposefully, we can accomplish more growth with fewer SKUs at a higher margin. There isn’t an unlimited set of resources, so we are constantly reprioritizing. The way we approach this challenge is by harnessing the data and watching for indicators that flavors, SKUs, product lines or brands are working or not working. We adapt our next move based on that data. 

One thing about how the cannabis industry is evolving that you’re excited about.  

The speculation part of the cannabis rollout is over, and the egregious spending part is almost over, too, which allows strong operators to rise to the top. This is making it easier to understand who to do business with and who to avoid. This is exciting because we do not run a business from speculation; we run it from data, and we appreciate working with others who take running a profitable business seriously. There is a lot to be excited about in the cannabis industry maturing and becoming more reputable. I think it will bring back the excitement that’s been missing. We’ve endured a lot of doom and gloom and look forward to that period ending. 

Someone else’s work, in cannabis or beyond, that you admired lately.  

U.K.-based street photographer Sean Tucker. I like his approach of using a single point-and-shoot camera with minimal editing. I admire that he focuses more on using light and story to capture strong photos vs. having 50 lenses and spending hours editing. That method makes the craft of photography a lot more enjoyable and allows me to disconnect from running a business. I also think it’s easy to overcomplicate any product, whether it’s a photo or brand. You must really, deeply know who your audience is and why they respond to your product, and then double down on that. Tucker is very successful, and I think it’s because of his attention to what he’s shooting rather than his gear or editing skills. I respect that. 

A book, movie, TV show or podcast you recently found inspiring. 

I recently listened to Dark Matter on Audible. It focuses on parallel universes and contemplates the many forks in the road that brought you to the moment you’re currently in. There are infinite ways that reality can play out. My current reality happens to be busy and overwhelming at times, but also so surreal and incredible. I am living my dream, but that often gets buried in the vastness of running a large company. It was a good reminder to appreciate the present and appreciate that there is no “end point.” Life is a series of decisions, and you are where you’re supposed to be, right now. 

A visual artist or band/musician you admire.  

I used to play guitar and I’m getting more involved in it again. Lately, I’ve been enjoying Mateus Asato. He pushed electric guitar forward since the last time I was obsessed with it in high school. He has developed his own style, which is very current and highly technical, but also very melodic. 

Your favorite fictional character.  

June Osborne from The Handmaid’s Tale. Her ability to handle and compartmentalize adversity and her will to win and survive are inspiring. 

Someone worth following in social media.

Banksy. He breaks the rules, deals in surprise, changes the way people perceive their surroundings.

Your main strength as a marketer/creative.  

I’ve always been attuned to when a product, a space, an image feels “right” and hits what I am looking for. I like to understand what it is that’s hitting the spot. What combination of features resonates with me? By being hyper-aware of that, I can put myself in other people’s shoes to understand what combination of features would resonate with them. Being able to get into the head of the consumer—through intuition, process and data—is my biggest strength and allows me to come up with concepts that resonate at scale. 

Your biggest weakness.  

I was officially diagnosed with ADHD this year, which is no surprise if you ask anyone who knows me. I always have millions of ideas in my head, and it’s hard for me not to want to do everything all at once. I’m constantly working on building processes and a team that allow me to turn my ideas into winning bets. Depending on how we view things, our weaknesses can often be our greatest strengths, and this is certainly true for me. 

Something people would find surprising about you.  

I enjoy creative outlets more than engineering outlets. If you look at my LinkedIn, you’ll see the defining terms “engineer,” “consultant” and “entrepreneur.” And if you meet me in a business setting, you’ll probably find me focused and intense. I am happiest innovating concepts, creating products, playing and listening to music. But It my core, being creative is where I’m supposed to be.

Zane is the founder and chief executive officer of Cannnador, which makes a humidification box designed for short- or long-term marijuana storage.

We spent two minutes with Zane to learn more about his background, his creative inspirations and recent work he’s admired.

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Zane, tell us …

Your current role in the cannabis industry, and where you’re based.

I live in Savannah, Ga., and I love creating storage solutions for cannabis.  

Your earliest cannabis memory.

It’s the typical high school basement get together, much like the recurring scene in That 70’s Show, with lots of laughs and awkward pauses.

A story about the positive impact cannabis has had on your life.

Cannabis literally led me around the world, from meeting manufacturers in Asia to distributors in Canada and Europe. It’s my first business and I’ve enjoyed meeting so many different people. It’s brought new friendships and acquaintances that I wouldn’t have made under any other circumstances. 

A favorite flower, edible, product, or brand.

King Louie. I have no idea who grew it or where it came from, but it was given to me and I love it.

The biggest challenge cannabis marketers face today.

“Big Tech” and the stranglehold they have over online marketing. It appears that some have found workarounds, but I don’t know how long they’ll last. Furthermore, it seems like we’re in the same bucket as alcohol, tobacco and firearms, which is really limiting. 

One thing you’re excited about right now in cannabis branding, partnerships or marketing.

I’ve enjoyed Jim Belushi over the years. Watching him grow the Belushi’s Farm and Blues Brothers brands with partners and seeing this metamorphosis documented in Growing Belushi has been entertaining and educational.

A cannabis trade/social justice organization that you support.

I appreciate the work that the Last Prisoner Project is doing in the industry. I admire their dedication to cannabis-related criminal justice reform. Text FREEDOM to 24365 to donate and learn more.

A project you worked on recently that you’re proud of.

We’re developing a 10-year anniversary project with woodworking artist Chelsea Van Voorhis to create custom kaleidoscopic cannadors to commemorate our milestone. They’ll be available online soon.

Someone else’s project you admired recently. 

Check out Monko, a luxury lifestyle brand dedicated to social equity. They are redefining the cannabis retail experience with their design and aesthetic.

Someone worth following in social media.

Follow Chelsea on Instagram. We’ve worked with Chelsea on various projects over the years.

Someone you admire in cannabis who’s doing great things. 

I’ve always admired the Hoodie Analytics team. They provide the industry with data that’s actionable and insightful for producers, entrepreneurs and investors. 

A book, movie, TV show or podcast you recently found inspiring.

I love movies about business founders and recently saw BlackBerry. It’s a great example of how easily an organization can fall into complacency without realizing the speed or magnitude of the competition. 

A visual artist or band/musician you admire.

I’ve always loved Trent Reznor from NIN.

Your favorite fictional character.

Daniel Day-Lewis’ oil tycoon from There Will Be Blood.

Your main strength as a marketer/creative.

Cool artist collaborations.

What you’d be doing if you weren’t in the cannabis industry?

Before cannabis, I had my sights set on a career in the entertainment industry, but it wouldn’t have lasted anyway.

The musical spoofs the infamous 1936 cult film and enjoys an interesting history. It premiered in 1999, and playfully pokes fun at the absurdity of anti-cannabis propaganda. The tuneful version of Reefer Madness moved to the silver screen in 2005, starring Kristen Bell, Christian Campbell and Alan Cumming.

“The main goal of the campaign is to work in concert with the executive team of Reefer Madness to drive awareness both for the release of the revival and for the spirit of the content. Our society is consumed with reefer madness and the musical itself amplifies and satirizes the constant prohibitions that we experience as an industry and in our case, in activating on mainstream media,” says Joyce Cenali, co-founder of the CMC. 

The cannabis think tank hopes that the musical will help continue to normalize cannabis—and potentially introduce the plant to a new audience. 

Future plans may include building an ongoing campaign. 

“We hope the Reefer Madness alliance will have a ripple effect and help reinforce efforts for nationwide reform in media and beyond,” says Cenali. “Cannabis can be evangelized and satirized throughout editorials, film, television, radio, and in this case—Hollywood’s Broadway. And yet, cannabis businesses operating in legal states with dispensaries and product makers positioned in these communities, are most often restricted from advertising through those exact same channels.”

Traci is the founder and general managing partner of Traci A. Kimball MD PC, operator of The WISH Clinic and general partner of WISH Expert Consulting. She is a general surgeon and board-certified wound specialist physician. 

Previously, Dr. Kimball was the medical director of wound management services under the InnovAge Greater Colorado PACE brand, from 2016-23. 

We spent two minutes with Traci to learn more about her background, her creative inspirations and recent work she’s admired.

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Traci, tell us …

Where you grew up, and where you live now.

I’m originally from New Orleans, moved to El Paso when I was 10, went to college and medical school in Texas, and moved to Denver for surgical residency training.

How you first got interested in cannabis.  

My first exposure to cannabis was close to home, as I had a family member who smoked weed. I, of course, was becoming a medical doctor, so that was not something to indulge in until I moved to Colorado, where I was surrounded by holistic-minded colleagues. Then, I decided to get my MBA, and my marketing professor, who was connected to a business strategist in the industry, assigned me a deliverable to incorporate cannabis into my healing practice. Boy, have I been enlightened! The medicinal benefits of hemp bud oil are vast and synergistic for skin repair and wound healing.

One of your favorite projects you’ve ever worked on.

WISH Skin Labs—helping humanity heal one WISH at a time. 

The biggest challenge cannabis marketers face today, and how to approach it.

We cannot market using top-rated social media platforms due to the fear that we will say something unsafe—or sell a product that is harmful. Legislation at the federal level creates more challenges. We as a scientific and medical community need to do our homework and speak up about the safety and efficacy of these products.

One thing about how the cannabis industry is evolving that you’re excited about.

The SAFE Harbor Act’s move to delist cannabis from the DEA’s Class 1 prohibited drug list. I am also excited about the renewal of the State Farm Act of 2018, keeping industrial hemp with <0.3 percent THC legal to produce. Our raw materials come from this cannabis genetic. We are a THC/dental 9, delta 8 and delta 10 free brand.

Someone else’s work, in cannabis or beyond, that you admired lately.

I admire Epidolex and the mountain they climbed to commercialize CBD for a rare seizure disorder in children. This required the FDA to validate its safety and efficacy in humans.

A book, movie, TV show or podcast you recently found inspiring.

I listen to Sanjay Gupta’s podcast about cannabis use in the aging population. My favorite author is Atul Gawande. His book The Checklist Manifesto is a must for any entrepreneur.

A visual artist or band/musician you admire. 

I love Elaine Adel Cummins. She is my favorite visual artist and a native New Orleanian who knows the bowels of our beloved city, learning her craft on the streets of the French Quarter. Her work is featured at Vue in the NOLA Four Seasons Hotel. My favorite up and coming singer-songwriter is Chloe Caroline. 

Your favorite fictional character. 

Yoda. He represents the superconscious, and that is where we find inspiration and insights. We all have the ability—some of us can access it easier than others. 

Someone worth following in social media. 

Raina O’Dell, an ostomate who shared her real life experiences about living with an ostomy.

Your main strength as a marketer/creative. 

Writing and creativity came to me as an only child sitting in my room alone doodling and documenting in my diaries. I was always the crafty one. I say creativity and thinking outside the box is the yoke of forward progress. I want my audience to say: “Wow that was something I never thought about.”

Your biggest weakness. 

I am my biggest critic and can take things personally when an outcome is contrary to my expectations.

What you’d be doing if you weren’t in the cannabis industry.

Still healing patients, but using other biologics and treatments.

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Pizza Pizza, Pre-Rolls x Hot Box

The Toronto-based eatery sets out to satisfy 4/20 munchies with two limited-time products. We’re told you can get “fully baked” with “Pizza Pizza Pre-Rolls.” Naturally, these are snack-sized strombolis shaped like joints. The pizza maker is also offering “Hot Box,” a storage solution for … whatevs. Munchies, mostly.

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Blazy Susan, ‘Secret Box Battery’ x More

Sport Blazy Susan’s smell-proof fanny or backpack. Vaping on the sly? There’s also the “Secret Box Battery” for toking on the down low. And don’t forget the spinning rolling tray and pink rolling papers.

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Jimmy John’s, ‘Deliciously Dope Dime Bag’

The fast food chain has designed a special combo meal to cure those inevitable food cravings. The “Deliciously Dope Dime Bag” comes with a hand-sliced smoked ham and provolone cheese sandwich with all the fixins’,  plus a fudge chocolate brownie (minus the hash) and Jimmy Chips. Rolling tray included!

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Vital Proteins, ‘Wake and Take Collection’

To keep joints working at an optimum level, Vital Proteins has created a collagen kit, the “Wake and Take Collection.” Goodies include gummies, hemp tea, a diffuser, plus a grinder if coffee is your hot beverage of choice.

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Claw Money + Etain, Custom Vape Pen

Claw Money, known for her contribution to graffiti culture and the global art scene, has partnered with New York-based cannabis brand Etain to create a custom vape pen. Its battery features Claw Money’s classic style, connecting cannabis culture to graffiti in an artful way.

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Miracle-Gro,  #GrowYourOwn Edible Gardening Kit

The company has launched a limited edition Grow Your Own Edible Gardening Kit. It comes complete with Swiss chard, carrot, spinach and beet seed plugs, and an almanac to assist with your gardening efforts. Miracle-Gro has also partnered with Action Bronson on a 3-part edible gardening series on TikTok.

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Zippo, 20th of April Collection

The windproof lighter maker speaks to the modern cannabis enthusiast with a four-piece set in high polish brass with designs from playful to abstract to elegant. Think sophistication, refinement for this high holiday.

Popeyes, Munchies Menu

The food chain created a limited time Munchies Menu with a “smokin’ deal.” Through the high holiday, fast food favorites like the Chicken Sandwich meal are on offer for $4.20. Munch away!

Developed with creative director Billy Richards and fashion videographer Tishawn Fahie, the work depicts quiet time reading, cooking and taking baths—all enhanced by products from House of Puff.

Richards and Fahie “elevated us to new heights, literally, with a sky-scraping drone panorama,” Lopez says. The work is running across YouTube, Instagram and TikTok.

The video is playing on a continuous loop at the Etain Dispensary retail shop in White Plains, N.Y., with an official launch party on site on April 18. The campaign will be live through the 4/20 High Holidays. 

House of Puff is also collaborating with tastemakers and designers like Kim Myles to help create a narrative that connects House of Puff’s online and in-store experiences.

The overall campaign will continue throughout the year with activations online and in-real-life.

“We also hope to inspire the understanding that House of Puff products can be used for cannabis enjoyment and for other pursuits, like the Barrow Street Bowl holding all herbs and spices or the Tribeca Tamper Sticks for perfecting joints or stirring cocktails. The Astor Hemp Wick lights everything!” Lopez says.