FRITO-LAY
DELIVERABLES
Packaging, Social, POP, Storyboard Art,
Illustration, Motion Design
THE ANATOMY
OF A SMILE.
Evolving a beloved donut shop into a cult brand without losing its community core.
Our strategy centered on an authentic, urban, and joyful identity.
Great digital execution starts with strong analog problem-solving. For this Frito-Lay spot, detailed storyboarding was essential to sequence the narrative and anticipate motion challenges early in the process. By breaking down the :15 and :30 second spots frame by frame, I created a clear, unified vision that effectively communicated the Ruffles brand story and significantly optimized the digital production workflow.
THE WHO
Frito-Lay® needed integrated, cross-channel brand ecosystems—from comprehensive websites to in-store packaging—that sustained cultural relevance and drove consistent, scaled brand growth.
Beyond social ecosystems, I crafted multi-channel campaigns and led visual strategy and execution across print, websites, digital ads, packaging, and storyboarding from concept to final execution iteration.
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Designing large-scale visual identity systems and extensive brand guidelines.
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Leading flagship brand website and micro-site strategy and UI (e.g., Tostitos®, Doritos®).
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Storyboarding and directing multi-channel
photographic and video content. -
Product packaging and in-store activations
for national product launches. -
Creating scalable asset toolkits across
all media touchpoints.
Great digital execution starts with problem-solving.
For this Frito-Lay spot, detailed storyboarding was essential to sequence the narrative and anticipate motion challenges early in the process.
By breaking down the :15 and :30 second spots frame by frame, I created a clear, unified vision that effectively communicated the Ruffles brand story and significantly optimized the digital production workflow.
SKETCH
THE VISION
SQUENCE
THE STORY
SELL
THE CONCEPT
Great digital execution starts with strong analog problem-solving. For this Frito-Lay spot, detailed storyboarding was essential to sequence the narrative and anticipate motion challenges early in the process. By breaking down the :15 and :30 second spots frame by frame, I created a clear, unified vision that effectively communicated the Ruffles brand story and significantly optimized the digital production workflow.
