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CHEETOS BAG OF BONES
FROM FRIGHT
TO FRAME
The goal of the Cheetos Bag of Bones project was to transform bold, seasonal packaging into dynamic social content that captured the brand’s playful spirit. As the social lead on the PepsiCo Design team, I aimed to develop a scalable visual system that reimagined key design elements for digital storytelling. Through full 360° execution, each asset was crafted to be visually cohesive, on-brand, and engaging for both Cheetos fans and the broader design audience.
The Cheetos Bag of Bones campaign was developed to reposition the product as more relevant to adult consumers during the Halloween season. The goals were to increase brand awareness, highlight moments of mischief, and shift the perception of the product from a family snack to a Halloween-focused offering.
Collaboration was key to bringing Cheetos Bag of Bones to life on social. Working closely with the packaging design team, the goal was to capture Chester’s mischievous personality and the festive spirit of Halloween—while showcasing the intricate design details that made the seasonal pack so special.
Sound design played a crucial role in the storytelling—used intentionally to enhance character, add playful tension, and bring motion to life in a way that felt both eerie and exciting. I developed a storyboard that translated the dieline into an expressive visual sequence, crafted specifically for social platforms. The result was a rich, sensory-driven experience that honored the original design while turning it into an immersive, scroll-stopping piece of content.
TRANSLATING PACKAGING INTO SOCIAL CONTENT
FROM PACK
TO POST
Shared with 60.8K followers, this high-performing post transformed packaging into culturally-driven, scroll-stopping content. Its strong carousel engagement elevated PepsiCo’s Design presence—boosting reach, showcasing creative innovation, and positioning the in-house team as a leading force in brand storytelling and social media relevance.
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