Doritos Blaze The Beat

Brief

Doritos was launching a flavor called Blaze and wanted the party that opened Life is Beautiful. The product idea was heat, and the venue itself had to make that case.

Approach

I worked the pre-production end, concepting through to handover. The result was the first Doritos-triangle-shaped stage, built with thermal image tracking and pyrotechnics at The Foundry at SLS Las Vegas. It doubled as the finale of Blaze The Beat, a national hip-hop competition mentored by Busta Rhymes: thousands of artists recorded over a Terrace Martin beat, five finalists made the stage, and the winner took $50,000. Wiz Khalifa headlined.

Outcome

2,000+ attendees. Social engagement rose 200% during the festival and press product mentions rose 45%.

Credits

Agency

New Creatures

Client

Doritos