Doritos, in collaboration with Complex and Grammy-nominated artist Lil Baby, launched Spark the Beat — a nationwide competition designed to discover and elevate the next generation of hip-hop creators. The program gave two up-and-coming musicians the chance to ignite their music careers by collaborating directly with Lil Baby in the studio and earning their share of $100K. The resulting track was released across all major streaming platforms and even charted on Billboard at #15 for a short period — a testament to the cultural impact and reach of the campaign. As Senior Art Director, I led the art direction and execution across all visual touchpoints — including campaign branding, limited-edition packaging, in-store POS, and website design. The challenge was to merge Doritos’ fearless, high-octane personality with the authentic energy of hip-hop culture in a way that resonated with both mainstream audiences and emerging artists. The creative direction drew inspiration from the visual rhythm of hip-hop — bold geometric structures, studio imagery, kinetic typography, and electric color palettes symbolizing energy, sound, and self-expression. Each asset, from national retail displays to digital touchpoints, was crafted to feel loud, confident, and culturally rooted. The result was an immersive, multi-platform experience that united music, art, and culture under one electrifying visual identity. Spark the Beat not only drove record engagement and participation but also positioned Doritos at the intersection of creativity and culture — proving that boldness doesn’t just belong in a chip, but in every creator who dares to make their mark.