P006 → Doritos - Live Your Taste
Doritos - Live Your Taste is a spec campaign that I created. Flamin' Hot and Cool Ranch are flavors so ubiquitous that they've become household names. The Doritos - Live Your Taste campaign invites Gen Z and Millennial consumers to further express their identities by tying signature Doritos flavors to the genres of music that they use to soundtrack their lives. Above is a video that I directed, shot, edited and (unfortunately) acted in. It shows the kind of fun that Doritos can have by creating content that doubles down on lifestyle associations for their iconic and beloved flavors.
Playlist Activations
Above are four playlists that I designed as an example of a digital activation that Doritos could enact in partnership with Apple Music. Each flavor, with it’s bold new art direction, would have a corresponding Apple Music Editorial playlist with an applicable genre of music.
Limited-Edition Packaging Redesign
To further connect each flavor to a genre of music, I designed temporary, limited-edition bags for each flavor in the style of a genre that they could correspond with. Flamin’ Hot was redesigned to resemble “br00tal” heavy metal, Cool Ranch is reminiscent of “lo-fi beats to study to”-type visuals and Spicy Sweet Chilli evokes Four Tet-esque psychedelia. Fleshed out, this would be a great way for Doritos to collaborate with artists who have created iconic album art and visuals in the music world.