Creating Experiences at Impossible Foods

At Impossible Foods, I led experiential programs that brought the brand to life across product launches, industry events and cultural moments. From launching a new brand identity at Expo West to introducing the Impossible Hot Dog and showing up at Coachella, each experience was designed to connect a larger marketing moment with people in the real world.

Launching a New Brand at Expo West

Expo West became the experiential launch moment for Impossible's new brand identity.

Working across our marketing and creative teams, we transformed a 50'x50' space into a modern Impossible butcher shop, bringing the company's new meat-forward positioning and bold red identity to life for the first time.

The experience launched alongside the broader brand rollout and national media coverage, including a Fast Company feature on opening day.

PRESS
Fast Company — Impossible's Massive, Meatier New Brand

Launching the Impossible Hot Dog

As part of the launch of the new Impossible Hot Dog, we created Hot Dog Rockefeller, a one-day New York City pop-up that gave consumers an exclusive first taste of the product before its broader rollout.

The experience tapped into the energy of holiday shopping in Midtown Manhattan, turning a new product launch into a physical consumer moment built around surprise, sampling and culture.

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Adweek — Impossible Foods Hot Dog Launch Campaign

Impossible x PAPER Playground at Coachella

Partnered with PAPER to bring Impossible into Coachella weekend through PAPER Playground, an invite-only experience bringing together creators, musicians and cultural tastemakers.

Impossible served up burgers, nuggets and hot dogs throughout the event, putting the brand into a completely different cultural environment from our traditional industry and retail moments.

PRESS
PAPER Magazine — PAPER Playground at Coachella
Loop — Inside PAPER Playground