Impossible Foods / Impossible Ranch
A single Impossible Burger uses 96% less land, generates 91% less of the greenhouse gases that cause global warming,
and uses 92% less water than ground beef from cows.
This Earth Day, we launched Impossible Ranch, a place where meat is made “The New Way,” from plants, not animals. We hijacked a traditional 70-acre cattle ranch in South Carolina and repurposed this land to grow soy, wheat, sunflower, and other crop that is used to make Impossible beef, chicken, and pork products. We also created a safe space for cows that were once raised for food to live out their lives.
We then took to Tiktok to invite our community in naming our cows, and promoted the whole activation with a massive 22-screen digital takeover of The Oculus in New York City.
Role: Associate Creative Director, Art
Led the team in creation of launch and sustain social videos, design for Oculus takeover screens and Impossible Ranch branding, and collaborative storyboard and footage capture.
CREDITS
Chief Marketing Officer: Leslie Sims
Executive Creative Director: Marc Sobier
Creative Director: Suzanne Steele
Associate Creative Directors: Jes Vallee Porter & Will Galperin
Illustration & Animation: Maca Ordonez
Senior Copywriter: Abigail Hogue
Producer: Deb Chin