Impossible Foods is on a mission to turn back the clock on climate change by getting everyone to eat meat made from plants. To showcase a brand as audacious as this goal, we concepted and crafted several high energy campaigns to highlight Happy Meat (made from plants) and bring meat eaters into the delicious world of Impossible.
Role: In-house Creative Director
Agency partner: Breakfast For Dinner
Impossible team: Kelly Carpenter, Taylor Kelly, Julia Kaplan, David Imani, and Michael Bortinger
Grill-outs are a summer staple and so is Impossible. To speak to adventurous party planners or goers, who aren't afraid to put something new on the grill, we designed a bright summer world with Breakfast For Dinner where Impossible is the star of the show.
The campaign popping up on Pinterest
👀 BTS shots from set by Kelly Carpenter
And then, for the launch of Impossible’s Wild Nuggies, we worked with Breakfast For Dinner again to create miniature food-based worlds for each of the Nuggies to romp around in. Making the Nuggies feel larger than life let kids dive into the science behind the animals' endangered status. And, “potato volcano!” was the most fun thing to say leading up to this shoot :)
We also created an evergreen photo library for each new product launch. This is a favorite from Recipes for Sausage Links. Photography by Annabelle Breaky, art direction by Kelly Carpenter