Lay's opened its first restaurant in Spain, Pilla Tortilla, a bar built entirely around tortilla de patata made with the crisps. At Genialidades, where I work as a strategist and creative, we developed the brand and then had to photograph the concept: the product, and the world around it.
Year
2026
Client
Pilla Tortilla | Lays
problem
The tension was in the ingredients. A bag of Lay's is something you buy off a shelf. A tortilla is something someone makes for you. The concept only works if you believe both at once, so the photography had to prove that the crisps really do start as potatoes pulled out of the ground, and that the eggs really are eggs. All of it while holding the energy of a brand that is young, bright and built to be fun.
outcome
I worked on the lifestyle side of the shoot, from art direction into production. Same fields, same soil, same eggs sitting in the straw, but shot with the brand's own tone: light, playful, a little silly. Potatoes balanced on a head, eggs held up as eyes. Origin without folklore. Wardrobe, casting and light all had to say these are real ingredients and this brand is fun inside the same frame, because splitting them would have broken one or the other.