Project Category: Clients

The Ask

Evolve JoyFULLY Black into a creative campaign that speaks to the fullness of joy across Hispanic, Latin, Black, and Asian cohorts and amplify the inherent diversity of joy, as well as the diverse creatives that should fill our screens and our perceptions with meaningful stories. 

The Execution

Diverse, culturally authentic joy is reflected in our communities, in our families, in our friendships, and across everyone’s daily interactions but it is not equally reflected in the marketing we consume, the social feeds we scroll, or the screens we watch. Obsidianworks and Frito Lay saw an opportunity to bring joy to the masses while celebrating individuality and creating a sense of community and belongingness through the brand’s iconic IP and snacks through “My Joy.” The campaign is a testament to the endless avenues through which joy finds its expression for a multicultural audience through the lens of rising creators. ​This initiative marks a continuation of Frito-Lay’s commitment to invest, represent, and amplify diverse creative voices, both in front of and behind the camera – and to bring authentic joy to the media we consume. The campaign featured a hero spot, cut-downs for social and led to an activation at Art Basel for creators to share and celebrate their joy. 

The Impact