Ramon Ariel De Los Santos 

Creative Director / Educator / Copywriter


Client: Frito Lay
Role: Lead Creative Director
Agency/Brand: Obsidianworks (Partner Agency of 160over90) 
Director: Robert Llauro

Challenge: Frito Lay came to us with a simple-ish question, what does joy look like for people from different backgrounds? And create something that resonates with Black, Asian, Latine Americans on social media and during Art Basel Miami. 

Solution: We evolved their existing platform, Joyfully Black, created in 2021, into My Joy. A celebration of creators from different backgrounds defining and creating their joy everyday. We tapped multiple creators from diverse backgrounds and skillsets to show off the multitudes that joy manifests itself.