Doritos: Cheating Is Bold

2025 Super Bowl Spec Campaign

The Ask
Create a bold, original Super Bowl commercial for Doritos as part of the official 2025 For the Bold campaign brief.

Insight
People break the rules for things they crave. Doritos are craveable enough to cheat for.

Big Idea
Cheating is bold. Doritos are worth it.

Execution
The campaign started with a Super Bowl commercial where a woman is caught in a moment of temptation with Doritos. I then expanded the concept into a series of ads, maintaining the same style and message. Both the commercial and ads highlight how Doritos are worth “cheating” for.

My Role – Commercial

• Co-led concept development

• Directed shots and visual storytelling on set

• Operated the camera and managed shot composition

• Gave real-time creative feedback

My Role – Social Ads (Solo Extension)

Later, I revisited the campaign independently and created a series of social ads:

• Concepted, copywrote, directed, shot, edited, and produced every ad

• Extended the “cheating” storyline across new scenes and formats

• Led styling, casting, and creative direction to keep everything cohesive