Doritos is a top-10 CPG brand, filling carts and cupboards across America. And yet Doritos hype had faded. We needed to win back Gen Z by reclaiming the Doritos hypebeast status. We learned that next-gen snackers were feeling overwhelmed by the world, finding themselves in a state of paralysis, hungering for ways to break free from the humdrum of daily life but lacking the spark to change things.

The production required an extraordinary effort from the director from both a visual craft and technical perspective—including capturing the performances of 3 non-acting celebrity talent (Jack Harlow, Missy Elliott, Elton John), casting 29 OCPs, coordinating 346 extras, visualizing 14+ scenes, managing 3 remote shoots with international social media influencers, and planning extensive VFX sequences to represent the award show and multiple concert moments. We decided to shoot both Jack’s concerts and the award show in a real venue, which had a standing capacity of up to 7000 people. We didn’t have 7000 people, so with VFX technology, practical lighting design, and camera work, we filled out our concerts and bridged an 11,000 mile gap between Elton’s performance and our award show. All done in a mere 4 shoot days and an additional half day in Australia-- just weeks before the big ship date.