Doritos
Blaze

Our objective was to raise awareness for the launch of Doritos’ new spicy flavor, Doritos Blaze, on Instagram. Showing up in a way that felt native and organic to the platform. With an audience naturally aligned with gaming culture, we leaned into play and interactivity.

Doritos partnered with creator Pablo Rochat to turn Instagram Stories into a game of rock, paper, scissors, played with the one gesture every Instagram user already knows: tap and hold.

Instagram Rock, Paper, Scissors with Dave: In collaboration with creator/director Pablo Rochat, we co-created an interactive Rock, Paper, Scissors game designed specifically for Instagram Stories. Using Stories’ built-in tap-and-hold pause behavior, viewers could “lock in” their choice by holding the screen, pausing the video to reveal whether they won that round.

DIY with Dave the Snowman: We also created sound-on, Stories-native “Do It Yourself” episodes starring Dave the Snowman. Dave attempts absurd tasks like opening a Doritos Blaze bag with twig arms, assembling furniture, or searching the internet to see whether Doritos’ bold new flavor could melt a snowman.

Across both executions, the work was built to be platform-first: interactive, thumb-stopping, and designed around how people actually watch Stories: taps, holds, and sound-on moments, while keeping the tone unmistakably Doritos.

Shipped inside Stories, no app, no dev budget.