beast mode. crunch mode.
Internally at PepsiCo, the PGS (portfolio) team created a holiday spectacular to promote Frito-Lay’s partnership with the NFL. During that campaign, they found out Marshawn Lynch loves Lay’s Kettle Cooked chips. Thus the campaign featuring beast mode going full crunch mode began.
ROLE & RESPONSIBILITIES
CREATIVE DIRECTION / COPY & ART
BEAST GLOBE
We brainstormed on so many costume changes and interior vibes for this one. Ultimately chip zen zoom meeting, a beast mode robot chip dispenser, and a diamond-encrusted kettle-cooked chip chain were nixed but gosh darn it we did get a beast mode globe costume greenlit.
FOR ALL THE CRUNCHY FOLDY LOVERS
We also created 3D chip spots for Lay’s Kettle Cooked. This mini-campaign was a pretty cool one. We were able to leverage scans for chips that honestly are loved because of their imperfections. So the process to develop scans for these that left your mouth watering was a groovy time.
ROLE & RESPONSIBILITIES
CREATIVE DIRECTION / COPY / ART DIRECTION
FLAVOR TRAILER
When a client comes to you and wants to debut a new flavor but really wants to use consumer comments what do you do? You create a frickin’ epic movie trailer for that gosh darn bag of cheesy smokey heat chips. We almost had bags with laser beams on them… almost. But consumer relations and legal got a lil iffy as they didn’t want to disappoint folks at the stores.
ROLE & RESPONSIBILITIES
CREATIVE DIRECTION / COPY / ART DIRECTION