INFO
For Super Bowl LVIII in Vegas, I was able to creative direct for the third time Frito Lay’s largest activation on-site. Taking as inspiration the city of Las Vegas bringing iconic landmarks and architecture to life through the personality of the portfolio of brands in this one-of-a-kind storytelling experience.
RATIONALE
The neon-filled strip bursting with hotels, casinos, shows and shops is the image we al have in our minds when we think of Vegas. It’s all about celebrating big time. We wanted to recreate iconic places of celebrations that connected to TVC in the city and infuse them with our brand personality. Center of nightlife, world class entertainment, dancing, gambling and fine food.
JOURNEY
Starting from our Flamin’hot limo, people were able to get married at the Cheetos chapel by a live hologram Chester, walk through the bridge towards the strip, sample flavors, win at the Snackpot, battle and Doritos Dinamita, eat at Lay’s Spudsbar and finally watch your favorite athletes on stage.
— PROJECT NAME
THE CHIP STRIP
— ROLE
Project lead
Sr Creative Director & 3D Designer
— DATE
01.2024
— CREDITS
PEPSICO Design & Innovation design team
New Creatures (Fabrication & programming)
Under my direction the team worked on rationale, concept development, 3D modeling and rendering, 2D graphics, supervised fabrication and developed digital content for all on-site engagements resulting in over 32K+ attendees, #1 share of voice on the ground activation during Super Bowl +3B impressions and organic media placements at People’s magazine and Jimmy Kimmel show. Making it the most succesfull activation in PepsiCo Foods history.