To create a advertising campaign for Beyond Meat that promotes it as a plant-based "meat" that tastes good.
I chose to take a lighthearted and under-toned approach with plant-based Beyond Meat. When you first look at the image you just see a humous picture of farm animals eating dinner with human companions. It can come across a little twisted (as if the animals are practicing cannibalism) until you read the clarify tagline "it's not weird, it's beyond meat."
The images are successful because of their understated quality. It gives the viewer a chance to put the pieces together themselves and have that "ah-ha" moment. -