Lay’s

For Rooted in Real, Lay’s largest global brand refresh in nearly a century, we photographed the people and place behind one of the world’s most recognizable food brands.

The campaign was produced on a working New Mexico potato farm that grows potatoes specifically for Lay’s. Real farmers appeared as talent, grounding the imagery in the agricultural origins of the product and giving the campaign an honest, human perspective.

Working primarily with natural light, we built a cohesive library of expansive landscapes, environmental portraits and tactile details. Open skies, rich soil and warm sun connected naturally with the refreshed Lay’s identity and its iconic sun-ray graphic.

The final image library carried the campaign across digital, print, retail, out-of-home and large-scale placements—including semi-trucks—while honoring the farmers and land at the heart of the brand.