My Process:

In this project, my partner and I were tasked with creating a mascot for an existing brand. We chose Lay’s, and the direction we took centered around the idea of “the chip on your shoulder,” but instead of a negative meaning, our chip is one that encourages you to dig into a greasy bag of chips. That’s how Chypp was born. Chypp is your go-to wellness instructor, except all of his guidance conveniently leads you straight to that iconic yellow bag of Lay’s.

The visual concept behind this campaign focuses on literally and figuratively placing a chip on the audience’s shoulder. I wanted Chypp to feel likable, approachable, and memorable, someone viewers would genuinely look forward to seeing in ads. Our Instagram ads aim to grab attention by showing Chypp in playful, unexpected poses that stand out in a fast-scrolling feed. We also wanted the audience to encounter Chypp across multiple formats to reinforce brand recognition.