Doritos
Blaze

Our objective was to raise awareness for the launch of Doritos’ new spicy flavor, Doritos Blaze, on Instagram. Showing up in a way that felt native and organic to the platform. With an audience naturally aligned with gaming culture, we leaned into play and interactivity.

Instagram Rock, Paper, Scissors with Dave: In collaboration with creator/director Pablo Rochat, we co-created an interactive Rock, Paper, Scissors game designed specifically for Instagram Stories. Using Stories’ built-in tap-and-hold pause behavior, viewers could “lock in” their choice by holding the screen, pausing the video to reveal whether they won that round.

DIY with Dave the Snowman: We also created sound-on, Stories-native “Do It Yourself” episodes starring Dave the Snowman. Dave attempts absurd tasks like opening a Doritos Blaze bag with twig arms, assembling furniture, or searching the internet to see whether Doritos’ bold new flavor could melt a snowman.

Across both executions, the work was built to be platform-first: interactive, thumb-stopping, and designed around how people actually watch Stories: taps, holds, and sound-on moments, while keeping the tone unmistakably Doritos.

Shipped inside Stories, no app, no dev budget.