In 2025, a wave of random thoughts took over social media. Ruffles tapped into this cultural moment with “Pensamentos Aleatórios” (Random Thoughts), a campaign that also gave me the opportunity to rethink how the brand worked with creators.

We developed a four-month influencer strategy built around four fronts: a large-scale UGC activation, a squad of three long-term ambassadors, design creators producing original ads, and an in-house Creator keeping the conversation alive on the brand’s social channels.

We kicked things off with 103 creators across different niches and audience sizes, followed by our ambassadors, who turned their own random thoughts into content throughout the campaign.

We also invited design specialists to create and direct their own Ruffles ads, giving them creative freedom and bringing a fresh approach to brand content.

When Ruffles’ chocolate bar recipe took off, we activated the model again. One of our ambassadors, Julia Genezini, shared the recipe, while another 50 creators helped spread the trend. The initiative even earned recognition from TikTok.

And when one of the influencers shared an idea that perfectly captured the campaign spirit, we brought it to life with a giant chilli pepper installation near her home, featuring seeds shaped like Ruffles crisps.

More than an influencer campaign, this was a new way of working with creators, combining scale, continuity, creativity and agility. A model that helped reshape Ruffles’ social presence and inform PepsiCo’s wider approach to Creator Economy.

A project I had the pleasure of developing and leading alongside an incredible team.