Lay's with salt

We understand that it's important to know what goes into the food we eat. So our objective was to highlight the naturalness of Lay's chips, which consist only of potatoes, salt and oil, with no added ingredients. To achieve this, we decided to showcase each stage of chip production, starting from the potatoes growing in the field, then moving on to the washing and peeling, slicing, frying, seasoning, and packaging processes. As an important part of our concept, we have emphasized naturalness by incorporating natural elements accompany each stage of production: our potato was swirled into water streams, brushed by the wind, sliced by lightning, bathed in bright sunlight, and dusted with a flurry of snow, in order to proudly take a place in a cozy packaging and delight with its taste.

In the designs we aimed for maximum realism, deliciousness and visual cleanliness. The premium visual was accentuated with a clean environment and low-key lighting with contrasting highlights. By developing all the shaders from scratch, we visited a potato field and studied the plants up close, so that we were able to achieve a level of realism that truly captures the essence of potato plants.