Doritos Triangle Tracker

BACKGROUND: Doritos, the iconic triangle-shaped chip. brand, wanted to take basic triangles to another level with Triangle Tracker, a nationwide hunt where any triangle can unlock exclusive experiences and rewards. In partnership with KAP Media Group, OMD & Frito Lay hired us to transform triangles in the wild into Doritos via high impact OOH executions that would put a stake in the ground that Doritos = Triangles.

EXECUTION: Sought out trianglular shaped buildings that could be physically transformed either by lighting or graphic wrap (or both) to look like a Doritos chip. Landmarks included VIA 57 West in Manhattan, the top of Atlanta’s 101 Marietta Street skyscraper (formerly the Centennial Tower) and the Memphis Pyramid, a former sports venue-turned-Bass Pro Shop on the banks of the Mississippi River. The lifelike projections, which used 93 fixtures and 4,650,000 lumens, ran for (2) nights with consumers participating in TikTok and Snapchat challenges to win cash and prizes by capturing photos of these landmarks aglow.

RESPONSIBILITIES: Sourced, negotiated and secured permission/access with each property, managed all lighting and production partners, permitting, on-site management and execution, content capture + editing.