Founder Vat Tann on Creating Cultural Moments Around Cannabis

Strategy, foresight and tight execution are 'table stakes'

With over 20 years of experience, Vat has worked with Disney, Paramount and NBCU, as well as cannabis brands THC Design, Papa & Barkley, Raw Garden and Kanha.

A first-generation Cambodian-American, Vat is a vocal advocate for AAPI visibility in cannabis, championing equitable access and cultural representation. Vat actively mentors underrepresented founders and advises startups in emerging industries.

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

Vat, tell us …

Where you grew up, and where you live now.

I was born in Cambodia and came to the U.S. as a refugee. Growing up, we bounced between California and the Washington D.C. area, and spent 10 pivotal years in NYC. Now, I’ve been living in Los Angeles for 11 years, and put down some real roots.

How you first got interested in cannabis.

It wasn’t until after college, when I started hanging out with a crew of DJs, dancers and visual artists, that cannabis became more than a party thing. I was just coming out then, and they were the first people who saw and accepted me fully—no judgment, just creatives who challenged me to think differently. We talked about art, shared projects and deep existential thoughts. They also taught me how to grow, consume and respect the plant. Everything I’d been warned about growing up—”those scary drug people”—was wrong. They were the kindest, most open-minded people I’d ever met. Cannabis became the door to a deeper worldview, one rooted in creativity, curiosity and acceptance.

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

TSUMo Snacks was an absolute blast. We developed products with two icons: Snoop Dogg and Roy Choi. We weren’t just slapping names on bags—we created SKUs that truly reflected their unique identities. It was a masterclass in brand storytelling, from product development to manufacturing to making a cultural impact.

A recent project you’re proud of.

Kanha’s “Find Your Sleep” hit home. Sleep is a national crisis—up to 70 million Americans don’t get enough. We turned complex science into something digestible: a personalized quiz, a smart product recommender and content that ranged from influencer collabs shot at the Hoxton Hotel to immersive retail displays with Green Qween.

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

Marketing cannabis is like playing 4D chess—every state and country has its own regulations, and the stakes are high. You need the vision of a CMO and the precision of a compliance officer. One wrong asset—like a tiger image in Illinois where animals aren’t allowed—can tank an entire campaign. When you’re building a national or global brand, you’re constantly translating your vision into different regulatory languages. So fluency and flexibility are key. Strategy, foresight and tight execution aren’t optional—they’re table stakes.

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

Each market has its own vibe, but what remains consistent is the community—the shared spirit of the plant. We’re activists, healers and advocates at heart, united by a common mission: to help people understand the magic of cannabis. Wherever I go, I see that same energy—people passionate about progress, all working toward one goal—freeing the plant.

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

Patagonia. They deeply understand their audience and stay rooted in a core value: Protect the Planet. You feel it instantly—whether you’re seeing their ads or scrolling their site. It’s never just about selling products. Their values show up in every aspect of their business.

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

I absolutely love Miss Thing: The Podcast. It feels like hanging out with two hilarious best friends who always lift my spirits. They keep me plugged into pop culture and shake up my worldview from time to time.

A visual artist or band/musician you admire.

Sam Divine’s mixes on SoundCloud. As a London-based DJ and producer at Defected Records, she consistently delivers some of the best house music. Her ability to blend fresh tracks with timeless classics is pure magic.

Your favorite fictional character.

Roger the Alien

Someone worth following in social media.

Lewis Howes—former pro football player and host of The School of Greatness—is the embodiment of modern masculinity. I admire how he leads with vulnerability, purpose and strength, creating content that empowers people to live their best lives.

Your main strength as a marketer/creative.

I have a knack for identifying where emerging cultural movements intersect with market opportunity. From launching celebrity-driven products to turning a grassroots nightlife event into a 3,000-person community, I create moments and movements that resonate. At the core, I make brands matter—to people, culture and the bottom line.

Your biggest weakness.

I move fast—maybe too fast for some. I’m driven by instinct, intuition and a relentless desire to keep momentum alive. Over time, I’ve learned that building consensus is just as important as building momentum. Now, I make a conscious effort to balance urgency with alignment—so we’re not just moving quickly, but moving together.

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

Retreating into the wilderness to reconnect with the intelligence of nature and the clarity she provides.