CHEETOS AT COACHELLA

THE ASK
Introduce Gen-Z “intense flavor seekers” to the all-new Cheetos Flamin’ Hot Tangy Chili Fusion flavor in a bold, buzzworthy way—driving trial, awareness, and brand engagement at Coachella, while spotlighting the brand’s Flamin’ Hot anthem by MIMS.

THE INSIGHT
Gen-Z doesn’t just want spice—they want substance. They crave layered flavors, immersive experiences, and brand moments that match their complexity and personality.

THE SOLVE
I took NYLON House’s “YOUniverse” theme and created a cosmic flavor trip: The Cheetos-Verse. This immersive activation invited guests into a wild, surreal world where Cheetos reigned supreme. I led the creative vision, working closely with talent, design, and fabrication partners to bring the brand to life across sight, sound, and (of course) taste.

ENTER THE CHEETOS-VERSE
For NYLON House at Coachella, I developed the concept for The Cheetos-Verse—a full-sensory, Flamin’ Hot experience that blurred the lines between art, flavor, and fun. Guests journeyed through a glowing tunnel lined with mystery hands giving out Cheetos, furry walls, and oversized Cheetos, stepping into an alternate reality that was spicy, surreal, and social-ready. Inside, they could:

  • Taste the new flavor in a bold, unexpected setting

  • Share their hottest secrets and answer quirky prompts via floating, planetary Cheetos-inspired orbs scattered throughout the activation

  • Listen to a fire remix of the Flamin’ Hot anthem by MIMS

  • Snap surreal, scroll-stopping content in a world designed for social virality

THE RESULTS

  • 3,500+ Attendees

  • 2,000 Snack Bags Distributed

  • 200M Press Impressions

  • 24M+ Media & Content Impressions

AND THAT’S NOT ALL
To turn up the heat across the whole event, MIMS took the NYLON House mainstage for a surprise performance that brought the Flamin’ Hot energy center stage. Meanwhile, artist Liah K. Kirsh customized Flamin’ Hot crossbody snack bags, letting partygoers take their Cheetos on the go—hands-free and festival-ready.

We amplified the experience with influencer content and custom TikTok + Instagram creative, turning Coachella weekend into a multi-platform flavor moment. Welcome to the Cheetos-Verse—spicy, strange, and Beyond Hot.