When Frito-Lay unveiled "Sweetos", it marked Cheetos' first major innovation in over 50 years. To celebrate their cutting-edge breakthrough, we borrowed the "slice-of-life" style of advertising that forward-thinking companies like Apple, Google, and Samsung implement regularly.

And, of course, we shot on location in San Francisco.

The :15s in the "No Features" campaign are essentially just lifts of the hero spot, but they remain my favorite :15s I have ever worked on.