Fritos Social

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.