research
ORIGINAL BRAT
BEYOND MEAT
2024
2024
Campaign concept for Beyond Meat that turns the accidental overlap between Charli XCX’s Brat and Beyond’s Original Brat into a pop-cultural product drop.
When Brat came into the world, its aggressively lime-green identity escaped the album cover and infected fashion, nightlife, advertising, and the internet at large. Meanwhile, Beyond Meat was quietly selling a product called Original Brat. For this campaign concept, I reimagined the packaging for the Original Brat using the album's unmistakable visual language. The redesigned pack becomes the centerpiece of a quick culture-hijack campaign across billboards, digital screens and subway posters. Copy riffs on lines inspired by the album, creating ads that feel like they belong in the same chaotic pop universe.
Brat meets brat. Very obvious. Very green. Very effective.
When Brat came into the world, its aggressively lime-green identity escaped the album cover and infected fashion, nightlife, advertising, and the internet at large. Meanwhile, Beyond Meat was quietly selling a product called Original Brat. For this campaign concept, I reimagined the packaging for the Original Brat using the album's unmistakable visual language. The redesigned pack becomes the centerpiece of a quick culture-hijack campaign across billboards, digital screens and subway posters. Copy riffs on lines inspired by the album, creating ads that feel like they belong in the same chaotic pop universe.
Brat meets brat. Very obvious. Very green. Very effective.
Concept & Art Direction
Graphic Design
Copy Writing
Graphic Design
Copy Writing
