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.
Fritos “Feeding the Cowboy Spirit”
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.
Fritos × Twisters | Limited-Time Flavor Concept
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.
Fritos “Feeding the Cowboy Spirit” @ the Hondo Rodeo
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.
Fritos Roadhouse @ Stagecoach
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”
Fritos Yellowstone Ranch
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.
FritoLay/Pepsi Back-to-Football
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.
FritoLay Super Bowl
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.
FritoLay Back-To-Football
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.
FritoLay Flavor Swap
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.
Betty Ford Alpine Gardens
Designed and developed the Betty Ford Alpine Gardens website to create an engaging, accessible digital experience that showcases the beauty of the world’s highest botanical garden. The site emphasizes intuitive navigation, immersive visuals, and responsive performance across all devices while encouraging visitor engagement and making it easy to explore the gardens, events, educational programs, and ways to get involved.
Miss Vickie’s Website
Designed a storytelling-driven brand experience that celebrated Miss Vickie’s handcrafted heritage by blending product discovery, brand history, and lifestyle content into a visually immersive digital journey. The homepage combines artisanal typography, rich photography, and organic illustrations to reinforce the brand’s premium positioning while guiding users through flavors, company values, and social engagement. A thoughtfully layered, content-first design creates an authentic experience that strengthens brand loyalty while supporting ongoing marketing and product promotion.
Off the Eaten Path Website
Designed a modern brand experience that highlighted Off the Eaten Path’s commitment to better-for-you snacking by combining product education, sustainability messaging, and lifestyle content into a cohesive digital journey. The homepage uses clean layouts, natural textures, and vibrant food photography to reinforce the brand’s wholesome identity while guiding users through product discovery, brand values, and purchase opportunities. A flexible, content-driven design supports evolving marketing initiatives while strengthening consumer trust through an engaging and approachable user experience.
Santitas Website
Designed a vibrant brand website that celebrated Santitas’ authentic heritage while making it easy for customers to discover products, recipes, and purchase options in one seamless experience. The homepage combines bold typography, cultural design elements, and playful food imagery to create a memorable visual identity that reinforces the brand’s approachable, family-focused personality. A clean, modular layout supports marketing flexibility while guiding users through an engaging journey from inspiration to purchase.
Tostitos Website
Designed a content-rich brand experience that positioned Tostitos as the centerpiece of entertaining by seamlessly integrating products, recipes, videos, and social content into a single engaging destination. The homepage uses a modular layout, bold visual hierarchy, and vibrant brand elements to guide users through discovery while supporting evolving marketing campaigns and seasonal promotions. By balancing storytelling with intuitive navigation, the design strengthened brand engagement and created a scalable platform for ongoing consumer interaction.
Smartfood on Insta
Smartfood, after very very very careful consideration, decides to join Instagram in 2018… now we are hitting it hard and trying to appeal to our unashamed snackers with fun Smartfood-y sass.
Ruffles, Bruh
As part of a mass personalization campaign on Facebook, we infiltrated the very psyche of the bruh-lenial, bruh!
Funyuns: A Portal to You
Ever see someone eating Funyuns, and think…”what’s up with that dude?” The Funyuns Ring is a portal that reveals the true you and the fantastic freak you are. Tumblr, Snapchat, and Facebook had people exposing themselves in a hole new way.
Inspired by Funyuns
This Facebook campaign focused on how Funyuns find their way into every moment of your life. Need some crunch to enhance your me moment… reach for the golden ring and do ya thing.
Funyuns Creators
A Fanyun cannot help but to express themselves. This Facebook campaign showed how often a good crunchy snack can be your biggest inspirational spark.
Funyuns loves Fanyuns
Tumblr is a weird place. Try to be “relatable” and they’ll slaughter you…give them the finger and they’ll love it and will beg for more. Go figure.
Cargil Trading Academy
This project was created to help train people in the Cargil organization on how to make BILLION dollar decisions… so I guess it was a success, because they are still thriving. Yay me!
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