For a little over three years, I led the Fritos creative team. Our original assignment was simple: produce social content on a monthly cadence. But we had so much fun dreaming up recipes, creating handmade prizes for “micro-giveaways,” organizing photoshoots with teammates, friends, and family, and defining our own vision of what the “modern West” looked like that many of those social-first ideas grew into much bigger opportunities.

What started as social content evolved into large-scale activations, integrated campaigns, and even a TV spot directed by Taylor Sheridan.

The biggest lesson? No matter the size or scope of the creative opportunity, there’s always a chance to make something great.

For generations, Fritos has stood for simple ingredients and authentic Americana. As the cowboy spirit returned to the cultural spotlight, we saw the perfect opportunity to reconnect with the people who have always loved the brand.

By partnering with Taylor Sheridan—the definitive voice of the modern West—we told that story where it belonged: on the iconic 6666 Ranch, with real cowboys and the legendary voice of Sam Elliott. It wasn’t just an ad; it was an authentic celebration of the values that have always made Fritos resonate.

To celebrate the release of Twisters, I developed the creative concept for a limited-time Fritos Flavor Twists mashup inspired by the science behind the storm. Just as tornadoes form when warm and cold fronts collide, the product brought together the cool tang of Ranch with the fiery heat of Flamin’ Hot in a single bag. The spiral shape of Fritos Flavor Twists became a natural visual metaphor for the film’s iconic tornado, allowing the product itself to tell the story. By translating the movie’s core premise into a craveable flavor experience, the partnership created a simple, memorable connection between entertainment and snacking.

Led the creative development of the Fritos activation as title sponsor of the Hondo Rodeo, transforming the event into an immersive brand experience through recipe sampling, premium giveaways, engaging activities, and cohesive environmental design.

Our team developed a high-impact Fritos activation at Stagecoach that celebrated the brand through curated recipe sampling, premium giveaways, interactive games, and vibrant environmental design. Every element was crafted to encourage participation, spark social sharing, and create lasting connections with festival attendees, while “Feeding the Cowboy Spirit”

Imagine watching your favorite TV show and then jokingly saying “Fritos should make Yellowstone Ranch flavored chips” and then it actually becoming a thing…because that’s what happened to me. Tapping into a cultural trend and turning it into a product concept that became a successful retail launch. The project showcases my ability to spot opportunities, build compelling brand ideas, and create work that resonates with consumers.

Every football season starts the same: Football. Is. Back. The excitement isn’t just for fans—players feel it too. With recently retired stars making comebacks, we wondered: what if the long-retired legends gave it one more shot?

It doesn’t go well.

We reunited Dan Marino, Emmitt Smith, Jerry Rice, Randy Moss, Josh Allen—and, of course, Tom Brady—to prove that the best way to experience gameday isn’t suiting up. It’s kicking back with Pepsi and Frito-Lay snacks.

Directed by Rick Famuyiwa (Dope, The Mandalorian), the campaign turns one last comeback into an epic, hilarious reminder that some things are better left to the pros. As Brady asks Julian Edelman, “Unretirement? Who’d be dumb enough to do that?” Apparently… us.

Building on the success of ‘Twas the Night Before Kickoff, the Super Bowl installment expanded the campaign’s winning formula for football’s biggest stage. Once again inspired by A Visit from St. Nicholas, the spot channeled the anticipation fans feel before the Big Game through a playful retelling of the beloved holiday classic.

The sequel united Super Bowl icons from every era—including the Manning family, Terry Bradshaw, Jerome Bettis, Joe Montana, Jerry Rice, Troy Aikman, and Deion Sanders—with Marshawn Lynch returning as narrator. Lay’s, Tostitos, Doritos, and Cheetos remained at the heart of the story, naturally woven into every scene.

Directed by Peter Berg, the campaign reinforced Frito-Lay’s longstanding partnership with the NFL while celebrating the traditions that make the Super Bowl and game-day snacking inseparable.

For football fans, gameday and snacks are inseparable, making the partnership between Frito-Lay and the NFL a natural fit. To celebrate that connection, we paired the anticipation of NFL Kickoff with the timeless excitement of A Visit from St. Nicholas.

Featuring stars like Tom Brady, Rob Gronkowski, Dak Prescott, Ezekiel Elliott, Tony Romo, and Katie Sowers, with Marshawn Lynch as narrator, the campaign seamlessly wove Lay’s, Tostitos, Doritos, and Cheetos into every moment.

Directed by Peter Berg, the spot highlighted the enduring bond between football, snacking, and the iconic partnership between Frito-Lay and the NFL.

We created a limited-edition campaign that swaps iconic flavors across Frito-Lay’s most recognizable snack brands. The lineup features Ruffles Cool Ranch, Doritos Cheddar & Sour Cream, and Cheetos Sweet Southern Heat Barbecue. Launched nationwide on March 1, 2026, the campaign was supported by early access on TikTok Shop and creator partnerships.