— Lays

Poster Design

— ROLE

Poster Design

Creative Direction

— DATE

April, 2026

Sin Vuelta Atrás was a promotional campaign concept created for Lay’s, developed around the application of Gestalt psychology principles in advertising. My role focused on the creative direction, visual concept development, and execution of the campaign assets, including posters and promotional flyers for a fair in Madrid.

The challenge was finding a way to merge a psychological design principle with the playful energy of a fair attraction while still keeping the product as the center of attention. To solve this, I transformed Lay’s chips into the structure of a rollercoaster, using visual continuity and repetition to create an engaging and memorable experience that reinforced the campaign message: once you start eating Lay’s, there’s no turning back.