Doritos at Super Bowl LX

Super Bowl LX

February 2026 x San Francisco, CA

Doritos’ activation during Super Bowl LX weekend placed the brand at the center of TikTok’s Super Bowl Clubhouse as the title sponsor, a bold, creator-first environment designed to fuel second-screen content around the biggest cultural moment of the year.

The Doritos footprint was intentionally immersive and unmistakably on-brand, saturated in its signature orange & blue high-energy signature colors, visually appealing & optimized for short-form TikTok capture. The space functioned as a curated, invite-only creative hub where creators, athletes, influencers, and brand teams gathered to collaborate, react in real time, and produce culturally relevant content before, during, and after the game. Rather than a traditional one-way brand moment, the activation was built to enable organic storytelling and creator-led engagement within a live social ecosystem.

As Lead Event Producer for Doritos, my responsibilities included:

• Supporting event conceptualization alongside Doritos’ brand and creative agency partners

• End-to-end vendor coordination across fabrication, scenic, A/V, lighting, and experiential partners

• Run of Show development and onsite oversight across multi-day programming

• Venue management and stakeholder alignment within the larger TikTok Clubhouse footprint

• Fabrication and scenic vendor management from technical drawings through install

• Budget oversight and financial reconciliation

The result was a highly curated, culturally relevant brand experience that positioned Doritos at the forefront of Super Bowl conversation, not just on screen, but inside the creator engine driving it.