Hut-Hut-HECK YEAH! When Super Bowl LIX rolled into New Orleans, I had the opportunity to quarterback the creative partnership between Frito Lay, Pepsi, and the NFL — three powerhouse brands with one mission: fuel the fans. As the lead senior art director, I designed the visual identity and style guide for the entire program, setting the tone with bold football-inspired graphics, turf textures, confetti energy, and Super Bowl branding that celebrated both the game and the city. From there, I took the playbook into execution, designing; 1) Shopper marketing packaging for Frito Lay products, bringing the game-day spirit to snack aisles nationwide, 2)In-store displays that turned grocery environments into mini stadium moments, complete with football visuals and celebratory branding, 3) Digital + online ads that extended the campaign beyond the store, creating a seamless brand experience across every fan touchpoint. This wasn’t just design — it was a full-field strategy. Every element worked together to hype fans, celebrate the partnership, and make Frito Lay + Pepsi the MVP of the snack table come game day.