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LAY'S MESSI CRISPY TACO
FROM CRUNCH
TO KICKOFF
For the Lay’s Messi Crispy Taco animation, the goal was to channel the energy of street culture and Latin rhythm into a bold, flavorful visual experience. By integrating street-inspired graphics and kinetic typography with the pulsing beat of Latin music, I brought a vibrant soccer-street vibe to life. Classic Lay’s rings were reimagined as visual accents, moving in sync with the sound design to enhance the flavor story. The animation aimed to amplify taste appeal while honoring the cultural roots of the product in a fresh, respectful, and dynamic way.
The campaign objective was to create excitement and engagement around a new, exclusive flavor at Kroger. By aligning with soccer culture through a special collaboration, the goal is to enhance the brand's connection with fans and expand the product's appeal beyond its usual context. The campaign aims to inspire customers to experience the new flavor and share their enthusiasm, making the product a must-have, collectible item.
To introduce the limited-edition Lay’s Crispy Taco flavor, I crafted an animation that fused the flavor’s bold essence with the electric energy of street football. Inspired by Latin music and street art, the goal was to create a rhythmic, culturally rooted visual that felt both elevated and authentic.
Classic Lay’s rings were transformed into motion elements—accenting beats, framing transitions, and amplifying flavor cues. Kinetic typography brought the messaging to life, syncing with the sound design to capture both the spice of the taco and the pulse of Messi’s legacy. Every detail was designed to celebrate flavor and culture with motion that’s vibrant, intentional, and full of personality.
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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