I created the concept and Art Directed the video. The ad for the plant-based burger was supposed to show that it's a badass thing to eat, which is why we used Peja, a famous Polish rapper, getting a tattoo. We first see the word "GANG" and a piece of knife being tattoed on his shoulder. Once the whole tattoo is revealed, we see that it says "VEGANG" and there's an avocado at the end of that knife.