La’y BAKED has been around for over 20 years. In 2025, with an improved recipe and 2 new flavors fresh out of the oven, the household name was ready to WOW the world with big news: these crisps are now made with olive oil and 50% less fat. In this campaign, we made it our mission to illustrate the brand’s simple philosophy: Baking shows how much you care.

I guess you could say we baked that into our messaging.

I had the incredible opportunity to support the Lay’s BAKED relaunch by writing and producing final scripts, alongside an incredible team of creatives.