In this Bullsh*t-Free campaign, we teamed up with Austin-based agency Preacher to prove that the grass truly is greener with Vital Farms. Directed by live-action maestro Sander Plug—and filmed on-site in locations ranging from a soundstage on the East Coast to actual Vital Farms pastures in the Midwest—this campaign is one good egg. It’s also eggsactly up Sander’s alley: weird aesthetics, quick biting humor, clever transitions, and an ethical message.

In each of these films, there are two worlds: The Black Void in which the dubious practices of other egg companies are exposed in all their gray, sterile absurdity. Then there's The Vital Farms Turn in which sunlit pastures and happy hens spark a warm, welcoming contrast. It's this contrast that drives each film thematically. Boring becomes enthralling. Claustrophobic becomes free. According to Sander, "All elements across the design work together to heighten the relief you feel when seeing the final Vital Farms shots."