Doritos, a brand made for the bold, fearlessly encouraged us
to rethink the concert experience and empower fans
to have a say in every detail of the show.

Choose your character
became choose your artist.

We took the wristbands all fans wear at shows and transformed them
into LED controllers that let concertgoers decide what happens next.
We brought this innovation to life, live in concert, at the world’s
premier gaming conference E3.

Our audience loved the controllers and our line up of artists was
bold enough to let it happen, making this a night to remember for all.

Steve Aoki has a song called “Cake Face” and enjoys throwing cake at fans in concerts,
his fans actually demand it and selected he throw fifteen of them at our show.

We turned the stage itself into a fully functional,
giant classic arcade machine. It was truly awesome.

In 2016, I co-lead and concepted every aspect of the Doritos concert project at E3 in LA.
In 2014, my first Doritos concert experience, I contributed by developing the Bold Challenges
fans had to overcome to get tickets to see Lady Gaga at Doritos SXSW Boldstage.