The Highs That Bind
Join us on Thursday, May 1st on The Mezz at Gotham Bowery for the opening reception of The Highs That Bind - an intimate, documentary-style campaign exploring the power of cannabis to deepen familial bonds.
Featuring mothers and their adult children, the campaign explores how cannabis creates a sacred space for connection. One where parents and grown kids come to see each other a little differently: as equals, as individuals, as human beings. Through candid interviews and tender portraiture, The Highs That Bind reframes cannabis as a bridge for connection, shared discovery, and unexpected vulnerability. It captures the joy, reflection, and love that emerge when cannabis becomes a shared ritual.
Directed and photographed by New York-based filmmaker Alice Plati, the campaign was filmed in intimate settings - homes, gardens, kitchens - spaces where these families naturally gather. The result is a documentary short that reveals candid conversations about parenting, growing up, mutual admiration and the ways families relate to one another. Each frame captures not only the individuals, but also the rich emotional terrain of growing together.
The campaign also speaks to a fast-growing demographic: baby boomers, and particularly boomer women, who are increasingly embracing cannabis. Recent data shows cannabis use among Americans 65+ tripled between 2009 and 2019, with the sharpest increases seen among women. A 2018 report even noted a 92% increase in cannabis use among female baby boomers, signaling a cultural shift that challenges outdated assumptions and embraces new possibilities.
By telling these stories, Gotham continues its mission to revolutionize the narrative around cannabis consumption.
“The Highs That Bind is not just a tribute to motherhood—it’s a celebration of how cannabis is evolving within families and across generations,” said Joanne Wilson, Founder and CEO of Gotham. “By sharing these stories, we hope to challenge outdated perceptions and honor the many ways cannabis brings people together.”
To celebrate the launch of the campaign, Gotham will host an exhibition of the campaign photography along with additional, never-before-seen images from the shoot, and a presentation of the video piece, on The Mezz at Gotham Bowery. Interactive elements and refreshments provided. The opening event will take place on May 1st at 6PM, with the exhibition on view through June 1st.