PETA
Hit Harder, Go Vegan
Brand
ProjectHit Harder, Go Vegan
Date
May 2026
Description
PETA explores the intersection of nutrition and athletic performance in its 'Hit Harder, Go Vegan' campaign. The project centers on a martial arts demonstration, highlighting the physical discipline of practitioners training within a traditional dojo setting. Featuring a live-action technique and a documentary-style approach, the footage focuses on the mechanics of strength and endurance. Creative direction was led by Jari Lähdevuori, with production handled by Max Cooper.
Style
Documentary, Horizontal, Action, Clean
Industries
Public Awareness
Color
Jet Black
Background
Gym
Context
Advertising Campaign
Associated creatives
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