Pablo Jimenez
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Cheetos

U Can’t
Touch This

Concept and art direction. Global Creative Director.

The project

At Meta, we made a Super Bowl AR lens for Facebook and Instagram Stories: a can-sized MC Hammer who appears on your coffee table and does his Typewriter move.

Every living room became an MC Hammer stage.

We built the lens with the brand’s agency, Goodby Silverstein & Partners, and the Cheetos team at PepsiCo, as the way to take the Super Bowl spot into social, so the idea could live beyond the TV and people could join in.

The work

Cheetos, AR Super Bowl Party, the Stories film

Cheetos Can’t Touch This, the case film

Mini MC Hammer AR scale example, a line drawing of the lens character beside a Cheetos can on a table
The MC Hammer AR character, motion capture rig beside the green screen shoot
Cheetos Super Bowl AR flow chart, awareness to create to share on Instagram and on Facebook
The MC Hammer AR lens as it ran in the Facebook feed and in Instagram Stories
The lens running live, a mini MC Hammer dancing on a table seen through the phone
Three phones showing the lens inside Instagram Stories

Cheetos Super Bowl, the spot

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