With consumers bombarded by constant content and a particularly overcrowded restaurant industry, one of the biggest challenges for food brands is to break through in culinary culture. Building on the insight that 70% of consumers use Doritos as an everyday ingredient, the brand set out to transform late-night culinary culture by establishing Doritos as the ultimate hype ingredient—igniting fans to try another angle of inspiration, experimentation, and food discovery. Introducing Doritos After Dark: a pop-up ghost kitchen experience piloted in several metro areas—Los Angeles, New York City, Las Vegas, and Phoenix.

The Doritos team tasked Motive to disrupt the overcrowded late-night food conversation by creating a multisensory IRL pop-up experience in LA to drive excitement and social buzz for the limited-time ghost kitchens. And so, on the longest and darkest night of the year, the winter solstice, Doritos took late nights to ANOTHER LEVEL—with a legendary pop-up experience, and a new menu of globally inspired foods, packed with your favorite Doritos flavors.