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Creating the New Paradigm x Impossible Foods

  • ROW DTLA - The End 777 Alameda Street Los Angeles, CA, 90021 United States (map)

Pretty much any creative who has ever worked in advertising or any corporate business has had a Jerry Maguire moment (usually the night before a pitch for something not entirely meaningful). What would happen, you think, if I used all my powers to sell something good – maybe I could help change the world. The opportunity for that used to be slim. Not anymore...

In the last year, we’ve seen the exciting emergence of new paradigm brands, which aren’t playing by the rules of this world, but trying to create a new and much nicer world. At the forefront of them is Impossible Foods – a Silicon Valley start-up with a mission to eliminate animals from the food chain by 2035, by making delicious meat from plants.

But new paradigm brands require new paradigm creativity. The idea of ‘well this is just way we’ve always done things’ doesn’t work in the new paradigm. In this talk, we’ll go through the exciting, cosmic leaps every creative mind needs to start taking in order to make the new paradigm (don’t worry, it’s much nicer than the old one and there are burgers there too).


Giselle Guerrero
Giselle Guerrero was the first ever Creative Director at Impossible Foods.

She grew up in Bolivia and moved to Florida to become a graphic designer. She's been working for the past 13 years in advertising agencies as well as in-house in New York and San Francisco. Giselle joined Impossible Foods in 2016 to invent the brand and launch their first product, The Impossible Burger. She has been behind the brand's creative launches from White Castle to Hong Kong. In 2017 she moved to LA to expand Impossible's creative department with Sasha Markova. She still reluctantly eats meat. 

Sasha Markova
Sasha Markova is the Executive Creative Director at Impossible Foods, a planet company with a mission to eliminate animals from the food chain by 2035.

Before Impossible, Sasha was the global creative director of cult creative advertising agency Mother London for over seven years.

In 2015, she relocated to Los Angeles and pioneered Mother’s westward expansion and the creation of Mother LA, winning the business of Headspace and the Academy of Motion Picture Arts & Sciences. After Mother, she went rogue – founding Gangs Of Kosmos, an agency that only represented animals and nature directly and sometimes employed the use of an animal telepath to gain client approval. Gangs' first client was the wild horses of America. Their second is the moon.

Sasha is also the long-term founder of the cult t-shirt company, I Love Boxie, which turns people’s stories into lines and has been featured in the two seminal books on T-shirt making in the 21st century.

Special thanks to Impossible Foods for making this event possible.

Earlier Event: June 9
Designing the Customer Experience
Later Event: June 9
Native Design with Breegan Jane