Cheetos | Deja Tu Huella (Leave Your Mark)
SUMMARY
Aiding Cheetos in their Deja Tu Huella Program using Visual Effects
White Rhino VFX aided Cheetos in their Deja Tu Huella Program using visual effects and compositing to help provide opportunities to Hispanic communities in the U.S.
Cheetos Deja Tu Huella is a purpose-led program centered on a Latino phrase that embraces the action of pushing boundaries with unique individuality. Since 2021, Cheetos has committed over $1 million dollars to give back to Hispanic Communities. This year, the PepsiCo Foundation, in partnership with Cheetos, is furthering its impact by increasing access to education and awarding 500 Uplift Scholarships for the 2024 school year.
BREIF
White Rhino VFX and the team at Mighty Studios have been collaborating since 2017. So when the head of Post, Ethan Sprio, reached out with this exciting new project, we immediately said yes! In providing additional VFX and compositing, White Rhino VFX was able to help Director and CEO Dave Mussen bring this vision to life from San Antonio, Texas.
“As a Hispanic-led company, White Rhino VFX has been committed to education and employment opportunities for women and underserved Hispanic communities.” -White Rhino VFX
APPROACH
Cheetos and PepsiCo are granting scholarships to students across 12 community colleges classified as Hispanic-Serving Institutions (HSIs). The Uplift Scholarships have impacted more than 1,400 students at HSIs since 2021, with plans to support an additional 2,000 more with scholarships in the next three years. In addition to funding tuition-related costs, the Uplift Scholarships will aid scholars by providing support to help them persist through school to complete their education and gain jobs.
Cheetos is bringing the Deja tu Huella Tour to local community colleges across the country to encourage applicants. Cheetos is making stops at community colleges in Los Angeles, San Antonio, and Miami.
RESULTS
Client: Frito Lay
Agency: We Believers
Agency Producer: Valeria Maldini
Creative Director: Lucas Panizza
Accounts: Juan Cano
Production Company: Mighty Studio @wearemightystudio
Producer: @babybobutter
Director: @davemussen
DP: Peter Chamalian
1st AD: Christopher Gonzales
2nd AD: @shadyassgrace
PM: Robert Burdsall
Edit: Ethan Spiro @wearemightystudio
Color: @lorenjameswhite
VFX Supervisor: Anthony Jacques
Animation: Silver Spoon
VFX & CompositING: White Rhino VFX @whiterhinovfx
Post Sound: @cornerstorestudios