taste buds on another level
While working at PepsiCo I helped lead a few projects for Doritos. I was fortunate enough to help launch two new products and reimagine the classics for a product-focused campaign for social. Now that’s wizard.
ROLE & RESPONSIBILITIES
CREATIVE DIRECTION / COPY WRITING / ART DIRECTION AND DESIGN
Doritos 3D
We worked with our production company ATKPLN who introduced us to an outfit based out of Dallas called Captured Dimensions. With this ragtag group of creatives, we were able to create chip scans using high-resolution structured white light scanners. Basically, these scanners looked like a Ghostbusters prop gun that allows you to capture sub-millimeter data for objects of all types. The resulting files contain texture detailing that’s on another level which helps when you have chips that have all of those taste grooves, flavor folds, and delicious dust-depositing ridges. This campaign also performed so well that they added it to the big show, the Super Bowl.
oh yes we did
This was actually my first 3D production and what an experience it turned out to be. Before this project, our brand friends internally at Frito-Lay (marketers) were gun-shy about 3D food. I don’t blame them, they showed us what they had previously created. We were pretty sure we could deliver and thankfully they trusted us. This became the first of many projects that helped change the conversation on what’s possible with proper scans and able render wizards.
classically delicious
The Doritos team was looking for a portfolio play for social. They loved the work we had done to launch both Doritos Nachos and relaunch Doritos 3D and wanted a product-focused campaign that let folks know the classics were still as tasty as ever.
So we created a synth wave-led product bonanza complete with some spicy copy.
