SOCIAL-FIRST — Creative Vixstory

DORITOS SOLID BLACK®

SOLID BLACK® is a bold initiative from Doritos® that champions Black Changemakers—individuals using creativity and determination to drive culture and give back to their communities.

In its second year, the campaign expanded its impact by offering Changemakers the opportunity to support non-profits of their choice, with Doritos® investing over $5 million into this movement. Through a dynamic mix of social media and TV campaigns, we showcased the powerful stories of Black innovation, joy, strength, and resilience.

This initiative isn’t just about storytelling; it’s about action. By amplifying these voices, SOLID BLACK® broadens the reach of Black stories, fostering a more inclusive narrative and supporting community-driven change.

Bag Design and Branding Kit

For the Solid Black campaign, Doritos partnered with renowned artist MZ Icar to create a striking limited-edition bag design. This design reflects the bold, unapologetic spirit of the campaign, celebrating changemakers who challenge the status quo. The vibrant color palette and dynamic artwork of the bag were crucial to the campaign’s visual identity, driving the Solid Black message both in stores and online. The limited-edition bag became a central element of the campaign, embodying creativity, change, and empowerment. Following this, the campaign’s branding elements were developed to align with the bag’s design, ensuring a cohesive visual identity across all platforms.

Limited-Edition Bag by MZ, Icar & Branding

Inspiration

Digital Vision: Bringing Solid Black to Life

Our team led the redesign of the Doritos Solid Black website, transforming it into a dynamic hub for showcasing seven changemakers. Inspired by the vibrant colors of the limited-edition MZ Icar bag, the site featured bold, high-contrast visuals and intuitive navigation. Black served as the dominant background, allowing the vivid stories and videos to stand out, while clean typography ensured clarity. The result was a visually striking, user-friendly platform that embodied the campaign’s message of empowerment and change.

Webby

Changemaker Stories: Voices of Impact

Meet Miss Diddy, a true powerhouse entertainment marketer, who prides herself on doing meaningful work that drives the culture forward. This Compton native began her journey over 15 years ago as the only female promoter in the entertainment capital of the world also known as Hollywood, CA. Miss Diddy publicly dominated this male-driven industry and bravely took her career to the next level when she created her own company The Brand Group. The Brand Group specializes in brand partnerships, marketing concepts, and connecting the dots between entertainment, sports, politics, education, and music.

MISS DIDDY.

While Miss Diddy has had the pleasure of working with A-list celebrities her whole career, she’s most proud of her community work and her partnership with the Mayor of Compton. Throughout the span of Miss Diddy’s career, her community efforts include providing every senior citizen home in Compton, CA with masks, providing Christmas gifts to 5,000 families, and feeding over 2,000 families between Compton & Watts, CA.

JUSTIN ROGERS A.K.A. DJ MR. ROGERS.

Meet Justin Rogers also known as DJ Mr. Rogers, a Houston-based DJ, producer, and radio mixer for (93.7 The Beat - iHeartRadio). A graduate of Prairie View A&M, DJ Mr. Rogers has become one of the most sought-after and celebrated DJs by artists, promoters, and brands because of his creativity, ear for great music, and ability to entertain a crowd. DJ Mr. Rogers has produced and co-written regional/national hit records and has toured alongside several platinum recording artists.

As a philanthropist, DJ Mr. Rogers is the co-founder of the Relief Gang, a non-profit organization he operates with rapper Trae the Truth initially designed to aid Houstonians affected by Hurricane Harvey but over the last five years has grown into a regional effort extending to other parts of Texas and Louisiana. On any given day outside of the DJ booth or studio, you can find DJ Mr. Rogers volunteering to help local communities, supporting great causes, providing essential supplies to those in need, and serving as a positive role model for Houston's next generation of leaders.

Meet Eric Hart Jr., a 22-year-old Georgia native who graduated from NYU's Tisch School of the Arts, where he studied photography & imaging. As a photographer, Hart's stylized portraiture is an exploration of Blackness and shifting identities within Black culture.

ERIC HART JR.

His visual language is influenced by the nuances of intersectionality. From masculinity and queerness, to dress, his work aims to display people like himself in all their power and beauty. Hart's photo work has been published in many acclaimed articles and praised by artists and celebrities. Hart is a two-time Gordon Parks scholar, a 2022 Forbes 30 under 30 Art & Style select, and in 2020 Hart was named one of Men's Health Magazine's 20-year-old mavericks changing America.

PIKACHULITA A.K.A. KATIE ROBINSON.

Meet Katie Robinson, also known as “PikaChulita,” a queer Black woman from Memphis who has been creating content on Twitch for over seven years. PikaChulita creates a variety of high-quality, DEI-focused, and charity-driven content. Her existence within content creation is centered around creating safe, supportive, and fun spaces for marginalized individuals-especially those who are Black, Brown, or LGBTQIA+.

PikaChulita is known for speaking very openly about her experiences as a queer Black woman across various spaces. Her aim is to uplift her peers within their shared spaces and amplify marginalized voices in gaming. PikaChulita also raises money for various non-profit organizations and community members in need multiple times a year. She has raised over $25,000 for various causes within the last three years.