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 art direction for the "Summer Better" campaign, a vibrant and energetic initiative aimed at making our burgers and products the must-have choice for grilling season. Working closely with a team of designers and brand managers, I ensured the visual identity was bold, cohesive, and tailored to resonate across all touchpoints—from dynamic out-of-home placements in high-traffic city areas to high-performing paid media. I guided the team in executing a consistent look and feel, carefully crafting every visual element to evoke the carefree spirit of summer and position our products at the center of 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 eye-catching in-store displays to striking visuals across our digital channels, every element of the Stack Burger launch was executed under my art direction. I led the visual development of assets that showcased the product’s mouthwatering appeal while clearly communicating its unique selling points. Collaborating with designers and cross-functional teams, I ensured a cohesive visual narrative that brought the brand to life in an engaging, immersive way—creating a consistent look and feel that resonated with consumers at every touchpoint
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
