With cannabis marketers still struggling to build brand recognition in a tightly controlled market, Canopy scored a huge win this week, launching what will likely become one of the better-known brands thanks to its association with high-profile Canadian filmmaker, and noted cannabis connoisseur, Seth Rogen.

Rogen and his filmmaking partner Evan Goldberg—who have collaborated on films including Knocked Up, Pineapple Express and Superbad—formally unveiled Houseplant on Wednesday.

In development for five years, the company is minority owned by licensed producer Canopy Growth Corporation. The brand, which is operated out of Toronto, promises “unmatched attention to detail” within each strain.

Houseplant says that it will rely on Canopy Growth’s production and distribution facilities to ensure ample supplies of its flower, softgel and pre-rolled formats.

Houseplant’s first product, a sativa strain, will be available early next month though provincially regulated retailers and online in B.C. It will be followed by hybrid and indica strains.

Houseplant possesses a decidedly retro brand identity, conveyed via its colour scheme and online elements. Its website, for example, is home to a series of deliberately cheesy videos that mimic a VHS tape (complete with a request to users to rewind when they’ve finished watching).

Narrated by Rogen, the four videos explain everything from the difference between the sativa, indica and hybrid strains, understanding portion control, how to ingest cannabis to how to roll a joint.

“We have been getting to know the Houseplant team for quite a while now and continue to be impressed by their understanding of the cannabis consumer, attention to detail, and drive towards their vision,” said Mark Zekulin, president and co-CEO of Canopy Growth. “We could not be more excited to partner with them and work towards our shared goal of making Houseplant one of the largest cannabis brands in the world.”