For Super Bowl LVIII, Doritos made history with PepsiCo’s largest out-of-home placement ever, transforming the iconic 30-story pyramid of the Luxor Hotel into a giant Doritos chip. This high-impact execution took over the Las Vegas skyline, ensuring maximum visibility across the Strip and Harry Reid International Airport. The final creative strategically highlighted the defining features of a Doritos chip—exaggerated textures, vibrant colors, and distinct bump placements—making it unmistakable from any vantage point.

 

My Role & Contributions:

🎨 Art Direction & Design

• Conceptualized the visual approach, ensuring the design was bold, impactful, and unmistakably Doritos.

• Designed and refined assets with exaggerated textures and strategic placements to enhance visibility across multiple vantage points.

• Packaged and released final creative assets to external partners for seamless execution at scale.

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Overall Campaign Results:

🚀 392M earned impressions

📊 64M paid impressions
🔥 4.8K social mentions