Impossible Ranch
On Earth Day, Impossible Foods unveiled Impossible Ranch, a project that transformed a traditional cattle ranch in South Carolina into a sanctuary for animal rescue and sustainable agriculture. As the Art Director on this project, I played a key role in shaping its visual narrative and personally captured all the content that showcased the transformation. The 70-acre initiative transitioned from cattle farming to cultivating crops like soybeans, sunflowers, and coconut trees—key ingredients in Impossible's products.
This effort preserved the land's heritage and promoted animal welfare by offering sanctuary to existing cattle. Located against the scenic backdrop of the Blue Ridge Mountains, Impossible Ranch serves as an educational hub, highlighting the brand’s commitment to sustainable, plant-based alternatives. Impossible invited social media followers to participate in naming the cattle and to follow the ranch's story.
The Impossible Ranch campaign was launched at The Oculus at The World Trade Center in New York City on Earth Day 2024. It featured a digital screen takeover that spanned several screens throughout the building.
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