Beyond Meat

The concept behind this Beyond Meat ad campaign was vegetation dreaming of a meat-like death. Each ad focuses on a specific ingredient Beyond Meat actually uses in their products. The plant substitutes found in Beyond Meat products are finally able to live out their taboo dreams of being consumed just like meat. I also wanted the sadistic humor of the copy to contrast with the company’s neat and clean brand image. The main focus is on the copy, with supporting images of which plant is voicing these fantasies. Along with supporting copy explaining the connection between what the audience is seeing, to the actual Beyond Meat products.