This campaign for Iays chips is geared towards males 18-35. I wanted to change the message of "It tastes good" and think about why someone would choose not to buy or eat this product. The biggest reason? It's messy! I addressed this problem by telling the consumer that it is okay to be messy and have crumbs. It's in the name of good food. I made a version for white collar and blue collar workers to make sure everyone had a version they could relate to.

Below you can see the process from word lists to thumbnail sketches, to inspiration for the appearence.