At Rock in Rio 2021, I led the full creative direction of Doritos #ColoRIR activation, including space design, scenography, audience activation, and a fully inclusive PCD (people with disabilities) zone. I transformed the Doritos Lounge into an immersive rainbow-hued environment defined by bold geometric structures, interactive mural walls, augmented-reality installations, dynamic lighting, and photo spots encouraging festival-goers to “color” the City of Rock.
The PCD zone was thoughtfully designed for full accessibility, featuring ramps, tactile flooring, sensory panels, audio-guided installations, and wheelchair-friendly seating, ensuring everyone could take part in the experience.
The highlight was the Rainbow Guitar, installed at the heart of the lounge. On Metal Day, Andreas Kisser from Sepultura performed with it live—creating an iconic moment that elevated the lounge into a powerful symbol of diversity and unity.
Andreas Kisser from Sepultura
This activation was honored by Rock in Rio as Best Brand Activation, celebrating its vibrant creativity, cultural impact, and meaningful inclusion. Doritos emerged as a true cultural ally—using purpose-driven design, music, and storytelling to foster belonging for all.