This project was created in collaboration with the Impossible Foods in-house team. The goal was to create a brand centric campaign at the Climate Pledge Arena in Seattle, WA during Billie Eilish’s “Happier than Ever tour”. By swapping “Happier” for “Meatier,” it sets up the activation to resonate seamlessly with Billie and Impossible fans alike. This type-centric solution adorned the stadium inside and out, as well as on its guests. Alongside countless t-shirts and enamel pins, this campaign also was applied to physical signage and ran across over 700 screens throughout the 740,000 square foot arena.

Client: Impossible Foods
Role: Art Direction, Copy Writing, Motion Graphics, Design