PepsiCo | No Lay’s No Summer
The ask was big: build a globally scalable campaign for Lay’s centered around a suite of modular web videos built for international localization. Drawing from a diverse library of footage, we crafted adaptable edits designed to flex across regions, languages, and cultural contexts without losing their shape. The approach enabled fast, flexible deployment while maintaining a cohesive creative vision.
As the project evolved, Lay’s underwent a brand refresh, giving our design team the satisfying challenge of integrating and animating the new visual identity across the campaign.
Modularity
We were tasked with transforming a collection of product footage into a highly versatile, globally scalable toolkit. We did it by prioritizing adaptability from day one. By planning for flexibility upfront, a limited set of assets can power a wide range of campaigns internationally; maximizing both creative impact and production efficiency.
VFX PROCESS
Our involvement began long before the edit suite. We partnered with the production team early in pre-production, advising on the optimal approach for shooting with grey bags ensuring every decision made on set would serve the work downstream.
On shoot day, we had a VFX supervisor on the ground to keep things running smoothly, troubleshoot challenges in real time, and prevent small production hurdles from becoming costly post problems. This allowed us to create proof of concept composite tests on location, giving the client a real look at the technique as it came together, building confidence right there on set, not weeks later in review.
The grey bag workflow is elegant in its flexibility: the bags are lit and shot as normal, the scene is then tracked, and a fully CG bag and label are composited into the footage. The result is a level of creative control that traditional production can’t match. Whether that means a label redesign, a new flavor variant, or a versioned cut for a different market, the asset is built to adapt.
