Doritos
Launching the perfect partner-chip
Engineering 3D assets with a little sprinkle of Doritos dust.
Idea
In December 2025, Doritos was announced as an Official Partner of Mercedes AMG-Petronas Formula 1® - a partnership truly ‘For the Bold’.
We were tasked with announcing this unexpected partnership with a visually striking and dynamic concept that could be leveraged globally across Doritos social media channels…
The answer was right under our tyres. By combining iconic corners from F1 circuits, we formed the exact shape of the Doritos logo - a chip made by the track. The Mercedes AMG-Petronas car, speeding at over 220mph with a light trail in its wake, revealed the partnership in a way only Doritos could.
