This PETA campaign, titled 'Load Your Gun, Go Vegan,' presents a narrative advertisement that subverts the tropes of a traditional Western film. Set within a dusty, arid town square, the project employs live-action techniques to build tension between two figures dressed in period-accurate cowboy attire.
The film leans into a cinematic aesthetic, utilizing close-up shots and high-contrast action sequences to stage a confrontation that ultimately pivots to a focus on plant-based consumption. The production was led by agency creative Jari Lähdevuori with production support from Max Cooper.
