For Frito-Lay, I led the creative direction of a national campaign aimed at sparking joy and driving sales by giving snack lovers a chance to win with every bag. The mobile-first website featured an instant-win mechanic, prioritizing a fun and seamless digital experience through a strategic UX approach, intuitive interface design, and engaging copy.

Emphasizing emotional connection helped bring the idea of “joy in every bag” to life, making snacking playful and memorable. The result was a high-engagement promotion that delighted consumers and boosted purchase frequency and brand loyalty for Frito-Lay.