Flamin’ Hot has a 🔥🔥🔥 new look
Flamin’ Hot Firestream
“I think we need to think Stupider”
Not a sentence I thought I'd hear at work, but one that ended up paying off. Frito-Lay's Flamin' Hot portfolio came to us looking for a digital activation to introduce a suite of new, unified packaging to the world. We kicked around a ton of ideas internally (RIP to my genius concept involving Seth Rogen and raku-fired pottery), but nothing felt right, until we decided to think lowbrow.
Why don't we just set stuff on fire?
Our original vision for Doritos was to lean into the western flair of Flamin’ Hot Cool Ranch with a fiery lasso and flammable hay bale bull.
As concepts evolved, the clients asked us to focus more on flavors, wanting to call attention to the 3 different Doritos SKUs. We accomplished this with a three-pronged rig modeled after a fireworks Catherine Wheel.
Thus, the "Firestream" was born.
A TikTok livestream event where we could set our old packaging ablaze and watch the new look rise from the ashes. We had our work cut out for us, legally and logistically, to bring 3 mind-blowing pyrotechnic stunts to life safely in just a few short months.
DOuble the shoots, double the fun.
We decided early on to structure the Firestream like a clip show, with live reactions from our TikTok influencer talent and pre-recorded stunts performed safely on a closed set. Two separate shoots, two separate sets and VFX work came together to create the final product— a bonafide primetime livestream on TikTok.
They say fire is catching, and so is buzz.
The Firestream had over 150 thousand viewers and garnered close to 20 million impressions, delighting our clients and Flamin’ Hot fans across the internet.
Creative Team: Jasper Dai, Cat Castor and Matt Johnson
Video Production: Charlie Uniform Tango