Beyond Meat® is committed to revolutionizing the way the world eats, and is dedicated to providing access to a new era of plant-based proteins that redefine deliciousness and nutrition. Beyond’s alternatives are made from simple, non-genetically modified ingredients, meticulously designed to deliver an unparalleled consumer experience indistinguishable from animal-based proteins. In a culinary landscape that spans from North America to China and Europe, Beyond Meat® is at the forefront of a global movement towards sustainable, plant-powered living.
My Role: Art Direction, Photo & Video Production, Creative & Brand Strategy, Graphic Design, Packaging Design
PRODUCT PHOTOGRAPHY
Photo Art Direction
My creative vision and leadership extended to the heart of our brand's visual identity. Responsible for producing, executing, and art directing all in-house photo shoots, I meticulously crafted a compelling narrative that showcased the variety and taste appeal of our innovative plant-based offerings.
Leveraging the power of compelling visuals, we engaged audiences through organic and paid media, our website recipe pages and PR efforts, establishing a strong and consistent brand image. By orchestrating every aspect of the production process, I ensured that our visuals were not only aesthetically pleasing but also strategically aligned with our marketing goals.
VIDEO SERIES
Cooking Beyond
Each month I was in charge of coordinating and art directing a video for our “Cooking Beyond” video series. The content became a versatile asset utilized across social channels, website, paid advertisements, and sales materials to showcase cooking tips and recipe versatility. These videos became instrumental in brand strategy by driving engagement.
EVENT ACTIVATION
Beyond Chicken Challenge, Canada
From the inception of the concept to the meticulous execution, every aspect of this endeavor exuded a unique blend of ingenuity and strategic vision. Participants were invited to discern between animal meat and plant-based alternatives, sparking conversations and challenging perceptions. At the forefront of this activation were the printed signage materials, mobile van wraps and stickers, and custom t-shirts. The creative buzz of this event extended across social media, email campaigns, and various platforms. With thousands of eager participants, the activation not only engaged the audience but also achieved its primary goal of raising brand awareness for our various frozen chicken products.
GLOBAL CAMPAIGN
Summer Better with Beyond
I spearheaded the design and direction of the "Summer Better" campaign, a vibrant initiative aimed at igniting an enthusiasm for our delectable burgers and products during the summer grilling season. Tasked with bringing the campaign to life across various touchpoints, I took the reins on crafting a visually compelling and cohesive experience. From the dynamic out-of-home campaign that graced cityscapes to strategically curated paid media, every visual element was meticulously curated under my creative guidance.
PRODUCT LAUNCH
Stack Burger
From in-store displays that caught the eye and inspired curiosity to the captivating visuals strategically placed on our digital channels, every creative element of the Stack Burger launch was carefully curated under my creative direction. I orchestrated the development of assets that not only highlighted the product's mouthwatering appeal but also conveyed its unique selling points in a visually compelling manner. My role went beyond design; it was about creating an immersive brand experience that resonated with consumers.
STRATEGIC PARTNERSHIP
Madison Square Garden
Madison Square Garden recently named Beyond Meat the first-ever Official Plant-Based Meat Partner of Madison Square Garden, New York Knicks, New York Rangers, and the Arena Concert Series at Madison Square Garden.
From concept to execution, my creative leadership ensured that every touchpoint of this partnership reflected a cohesive and amplified brand presence. In short, I participated in all calls with Madison Square Garden representatives, took the lead on the creative front by steering the vision and execution of a dynamic photoshoot tailored for PR purposes, and spearheaded the design for the designated food kiosk by crafting an immersive and visually appealing space that not only showcased Beyond Meat's products but also harmonized seamlessly with the overall atmosphere of Madison Square Garden. Further amplifying the partnership, I designed all digital in-arena signage, strategically placing Beyond Meat in the spotlight during events.
