Saving the planet with meat made from plants
Did you know that beef production uses 41% of the land area of the contiguous USA? Not to be all soapboxy here, but Animal Agriculture has a catastrophic environmental impact on the planet. As Art Director at Impossible Foods, I worked with the creative team and across internal teams to deliver on our mission of eliminating animal agriculture from our food systems by 2030. Impossible subverts the entire meat industry by making bloody, juicy, glisteny, meaty meat from plants, removing the animal from the equation and with a tiny fraction of the devestating environmental impact of processing meat from animals.
The Great Patty Pickup Party
To celebrate the launch of Impossible Burger Patties in 2020, we created Covid-safe activation with The Great Patty Pickup Party. We swagged out an entire car wash and gave away all sorts of goodies: gift cards, masks, DIY French Fries (ahem - a potato), complete with it's own radio station to pump out the jams, and of course, free Impossible Burger Patties.
WHACKADOODLES
Bits and bobs and some things that move and serve food used in all sorts of fun campaigns and activations
Illustrations for Spotify Playlists, featuring Impossible's ever-adorable Baby Heme, FKA Soy Leghemoglobin, the molecule found in all plants that makes Impossible "bleed"
Impossible Impact Calculator
Eating meat made from plants can turn back the clock on Climate Change. We created a tool for restaurants, retailers, and anybody who eats Impossible to see how much Land, Water, and Co2 they are saving by eating meat made from plants.
The Impact Calculator gives visitors a custom breakdown of their impact to share with thier social followers, measured in the amount of water, land area, and CO2 emissions they saved. Visitors choose which stats they want to highlight, and the Calculator would serve a downloadable post, ready to share.
The Impossible Cookbook Cook-a-Thon
With the launch of The Impossible Cookbook, we partnered with the phenomenal people at No Kid Hungry to host a Covid-save fundraiser full of celebrity guests and plenty of delicious Impossible recipes. Together we raised almost $34,000 for No Kid Hungry.
Within a single day of pre-orders, the cookbook became the No. 1 book in Amazon.com’s “sustainable living” category and the No. 1 item in the “burger and sandwich” cookbook category.
