For Super Bowl LVIII, Doritos transformed the 30-story Luxor Hotel pyramid into a giant Doritos chip, marking PepsiCo’s largest out-of-home placement to date. This takeover dominated the Las Vegas skyline and reached both the Strip and Harry Reid International Airport with a bold, unmistakable visual presence. The creative focused on exaggerating signature Doritos elements such as texture, color, and bump placement to ensure clarity and recognition from every vantage point.

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My Role & Contributions:

• Concepted the visual direction to ensure the takeover was bold, high-impact, and instantly recognizable as Doritos.

• Designed and refined key assets, emphasizing texture, color, and signature chip details for strong visibility across long-distance and aerial views.

• Packaged final creative files and collaborated with external partners to ensure seamless execution at scale.

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Overall Campaign Results:

• 392M earned impressions

• 64M paid impressions

• 4.8K social mentions