The Challenge

Super Bowl LVIII in Las Vegas wasn't just one activation, it was multiple Frito-Lay brand experiences happening simultaneously across the city, all needing to show up on social in real time. The opportunity was massive. So was the operational challenge.

Content needed to be shot, edited, and published the same day it was captured, across six channels — Facebook, Instagram, YouTube, TikTok, LinkedIn, and X — while keeping up with a live event that wasn't waiting for anyone. The goal was to capture the energy of the activations as they happened and bring that experience to audiences who weren't in Las Vegas, without sacrificing quality for speed.

The Approach

I led the entire on-the-ground production as Executive Creative Director, directing a four-person team — two videographers/photographers, a creative director/producer, and an art director — while serving as the primary liaison with the Frito-Lay brand teams.

The creative challenge was twofold: capture content that felt native to each platform, and do it fast enough to matter. A polished TikTok that posts three days late isn't social content, it's an archive. So I built a production workflow designed for same-day turnaround without sacrificing the creative quality Frito-Lay expected.

Over four days, the team moved through activations across the city, capturing short-form video, photography, and behind-the-scenes moments that put audiences inside the brand experience in real time. Every piece of content was edited and published the same day it was shot, across all six channels, while I coordinated creative direction and brand approvals in parallel.

We also used the production window strategical, capturing evergreen video, photography, and employee interviews alongside the live event content, building an asset library that would continue delivering value for Frito-Lay throughout the rest of the year.