Doritos - Motion Rebrand 2024

PepsiCo approached Buck with the task of bringing their refreshed Doritos branding to life—creating a modular system of motion design elements and live-action moments that could flex across global markets. The biggest creative challenge? Designing a distinct and ownable brand asset that captures the iconic moment of crunching into a Doritos chip.

After a deep collaboration with the PepsiCo team through rounds of motion studies and storyboard development, we landed on a visual language of echoing lines—derived from the still branding system—that isolate the consumer in the moment of flavor impact. Bold. Clear. Instantly recognizable.

To bring the vision to screen, we partnered with New York–based production studio The Garage and director Xander Bartole, who transformed our storyboards into a dynamic live-action film shot in Warsaw in summer 2024.

At Buck Amsterdam, I led the 2D and 3D teams in developing the motion system, storyboarded the narrative (with a big shoutout to Yohann Auroux), co-directed the live-action shoot alongside ACD Vincent Lammers, and carried the creative direction through post-production.

Client 
PepsiCo New York

Buck
ECD: Vincent Lammers
ACD: Conrad Ostwald
EP: James Britton, Russel Greene
HoP: Carolina Brandão
Producer: Jose Tirado Galan, Luke Proctor
Artists: Otilija Morozaite, 
Greta Sennekamp, Jonas Nunes, Adrian Monan, Arielle Casale & others
Storyboards: Yohann Auroux

The Garage
Director: Xander Bartole
EP: Halie Graham

Audio 
Magma Amsterdam