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.
