My Process:

In an advertising portfolio class, I partnered with a copywriter to build a full campaign, where I first pitched a Lay’s idea centered on the tagline “Always looking for a good Lay.” While we didn’t pursue it together, the concept stuck with me, so I decided to pursue it independently.

The campaign leans into playful double meanings, copy that makes people pause, smile, and take a second look. It walks a fine line between suggestive and lighthearted, tapping into shared humor without ever being explicit. Visually, I kept the work bold, colorful, and true to Lay’s branding. I used the brand’s circular motif as a unifying element across executions, paired with a playful, legible typeface to ensure impact across social and out-of-home.

Overall, the campaign explores how humor, restraint, and strong branding can come together to create memorable, engaging work.