the new vice

Tobacco once had an era like this

This photo series transforms classic tobacco ads into modern cannabis advertisements, blending retro aesthetics with today’s evolving cannabis culture. It draws inspiration from the golden age of cigarette marketing, when smoking was marketed as a symbol of glamour, masculinity, relaxation, and social status.

The project references real advertising tactics used by tobacco companies throughout the 20th century, including endorsements from doctors, slogans aimed at women’s insecurities, and patriotic messaging during wartime. These strategies didn’t just promote a product — they sold an identity.

As cannabis moves closer to federal rescheduling and broader legalization, this series considers how marketing might evolve with it. By combining visual critique with vintage influence, the work reflects on how advertising shapes culture and imagines a future where cannabis carries its own narratives, both bold and complex.

PHOTO: Me

MODEL, MUA, STYLIST: @brooklyns.ee