client - contract
Doritos -
Blaze The Beat
Role:
Art Director, 3D Designer,
Motion Graphic Artist
Turning Social Hype into Real-World Heat
Doritos turned the 2018 Blaze the Beat launch into a nationwide rap hunt: Busta Rhymes invited MCs to spit over Terrace Martin’s “Blaze Beat,” online submissions funneled into finalists performing on a triangle-shaped BlazeStage in Las Vegas during Life Is Beautiful weekend (at SLS/The Foundry), with Wiz Khalifa headlining and a $50K crowning moment
I designed the on-stage look for Blaze the Beat—one brand-true LED package that turned the triangle stage into a heat reactor. I cut hype promos that drove fans to BlazeTheBeat.com and designed the on-stage LED look—thermal “touch” cues and heat-reactive meters so that what people saw when they scrolled matched what they experienced in the room.
Social Campaign (AI + motion + photography)
To extend the experience to paid social, I built faceless studio scenes powered by AI plates (Runway/Midjourney), real product photography, and motion in After Effects. Thermal “touch” moments flare on mics, faders, and vinyl, then resolve to the Blaze bag and a clean CTA cut for 9:16, 4:5, and 1:1.
Fan-Created Content
A key part of the campaign invited fans and emerging artists to submit their own Blaze The Beat performances. These submissions gave the campaign a steady stream of authentic, fan-driven content that helped fuel social engagement, drive impressions, and build momentum leading into the live event.