The brief instructed us to develop a cutting-edge global platform to invigorate the brand and drive sustained growth. It aimed to underscore the brand’s push to challenge societal stereotypes of “normalcy” and “tradition.” The mission was to showcase narratives of bold self-expression, redefining our audience’s perceptions of what it means to be bold to foster inclusivity and create a more accepting world. The core belief that no one should hide their full selves to fit in fueled our efforts to reach beyond Gen Z, engaging individuals worldwide who embody the essence of Doritos: boldness.

The cinematography is central to illustrating the grandmother’s character transformation in this project. She’s initially depicted as a traditional grandmother through natural lighting, period costumes and driving sequences, and her evolution is starkly highlighted by dramatic shifts in cinematographic techniques. As the narrative progresses, a significant darkening of the lighting reveals her untamed spirit, signifying her empowerment—this shift and her changing attire mark a departure from conventionality to boldness. Dynamic visuals further emphasize the transformation, including a high-energy sequence of a monster truck captured from various angles, showcasing her adventurous side. These cinematographic changes, moving from soft, natural scenes to intense, adrenaline-fueled moments, vividly convey her journey from traditional to bold, underscoring the profound impact of cinematography on character development.