Campaign: 2017 Creative Pitch

Role: AD - manifesto write-up, all visual comps, logos

I was brought in on Lay's to concept a full creative program for 2017, including a new tagline, anthem spot manifesto and a variety of program executions. I wrote the chosen manifesto and developed the look and feel for a fun, imaginative direction, and comped all relevant visuals (including 3 program logos) for the client presentation.

Agency: Deep Focus


Here at Lay’s we have a phrase. A way we like to think.

It’s not too long, it’s not a song, we say it with a wink.

It’s simple, but unorthodox, in that we like to say,

In life it’s not about what you win, but simply that you play.

From climbing a tree to surfing at sea, we hope you realize,

That life’s too short to worry, so just embrace the tries.

The tries to make a jello mold, or dance with polar bears.

The tries to reach out to your crush, or pick a million pears.

The tries to catch the biggest fish, or dunk a basketball,

The tries to dye your hair bright green, or any color at all.

‘Cause when the tries become the goal, your day becomes less crummy.

And everything in life has flavor, and you just might discover yummy.

Lay's. Discover Yummy.