My Joy

Frito Lay
Group Creative Director
Obsidianworks

Diversity initiatives often feel like corporate checkboxes; we turned ours into a creative canvas. With "My Joy," Frito-Lay stepped back to let Black, Latino, and Asian creators define happiness on their own terms, from the basketball court to the tattoo chair. By handing the platform (and the budget) to storytellers like @colormecourtney and @mnsantanatattoo, we transformed a snack brand into an amplifier for distinct, cultural voices.