CHEETOS AT ART BASEL

Cheetos x NYLON House at Art Basel: “It’s Everywhere” Immersive Art Activation

The Ask: Bring the iconic Cheetle dust to the forefront of NYLON House during Art Basel Miami—through an unexpected, art-first lens that resonated with a culturally savvy Gen Z and millennial audience.

The Solve: I led the creative strategy and execution of an immersive brand activation rooted in the bold, irreverent concept: “It’s Everywhere.” The vision? Cheetle dust as a high art form. Working cross-functionally with BDG’s talent, design, content, and editorial teams, we partnered with visual artist NoPattern to reimagine the space as a vibrant, Cheetle-covered dreamscape. Guests stepped into a saturated, surrealist world where orange dust reigned supreme—on walls, art, and even in the air. To extend the experience beyond the physical space, I worked with our social team to launch a custom AR filter that unlocked onsite, giving attendees a chance to “Cheetle” themselves in real time and share the moment across platforms. Our work was also showcased through a social video we created with NoPattern to show the making of the activation.

The Impact:

• 1.5B+ NYLON House Press Impressions

• 2K+ Cheetos Bags Distributed

• 14K AR Filter Impressions

• Dozens of influencer and talent integrations, driving shareable content across TikTok and Instagram

• Cheetos featured in key press coverage surrounding NYLON House at Art Basel

The Social:

[See the TikTok Video →] [See the Social Filter →] [See an Influencer TikTok →]