Role: Director / Producer

Beyond Meat wanted a campaign that conveyed their deep respect for American farmers, especially those in animal agriculture, recognizing their entrepreneurial spirit, challenges, and vital role in the economy. Beyond Meat believes the shift to plant-based protein is an economic win for American agriculture, benefiting farmers and enhancing sustainability for soil, climate, and water. They wanted to showcase how their plant-based steak supports farmers and contributes to a healthier planet, and they are proud of this progress.