Beyond Meat® is dedicated to providing access to a new era of plant-based proteins that redefine deliciousness and nutrition.
Job Title: Art Director, US & Canada | 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.
GLOBAL CAMPAIGN
I led the creative direction for the "Summer Better" campaign, a fun and energetic initiative designed to get people excited about our burgers and products during grilling season. I focused on making the campaign visually engaging and cohesive across all platforms—from eye-catching out-of-home ads in city spaces to thoughtfully designed paid media. Every visual detail was crafted to bring the summer vibe to life and make our products the ultimate go-to for warm-weather gatherings.
Summer Better with Beyond
VIDEO SERIES
Cooking Beyond
Each month I was in charge of producing 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.
PRODUCT LAUNCH
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.
Stack Burger
EVENT ACTIVATION
Participants were invited to discern between animal meat and plant-based alternatives at our event activation in Toronto, Canada, 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.
Beyond Chicken Challenge, Canada
STRATEGIC PARTNERSHIP
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.
Madison Square Garden
