Frito-Lay / PepsiCo · Super Bowl LVIII activations, New York-New York, Las Vegas · February 2024
Role: Project Lead · Delivered with Unlimited Custom Creations
Frito-Lay "Chip Strip": Super Bowl LVIII
For the Las Vegas Super Bowl, Frito-Lay took over New York-New York with the "Chip Strip," a series of branded experiences spread across the property.
Chip Strip signage
The marquee: a roughly 14 ft illuminated sign marking the start of the Chip Strip. It had marquee bulbs, LED neon, and dimensional chip and football elements built around an internal steel I-beam frame, and it sat on a ~600 lb base plate with a planted garden. We test-lit it in the shop, then set it on the Strip by forklift without a scratch.
The triangle sign: 3–4 ft, with the same steel construction, marquee bulbs, and LED neon. With its garden base it weighed ~400 lb.
The stage sign: a dimensional Chip Strip sign crowning the main stage, lit by the stage lighting. It was built on a full internal steel frame and bolted to the roof truss with rated cheeseborough clamps.
Lay's Spudsbar
We transformed Nine Fine Irishmen into the Lay's Spudsbar for Super Bowl week:
Repainted the green facade, columns, and trim in Lay's yellow, then restored it afterward
Removed the existing signage and installed custom "Spuds • Bites • Sips" fascia letters and Lay's signs
Built two custom display cases, lit with LED edge lighting and puck lights and finished in artificial turf. Our in-house team took the memorabilia wall from 3D render to CAD shop drawings to a finished build.
Built a corrugated-metal feature wall with a halo-lit Spudsbar logo and an integrated planter, which screened off an interview area for NFL players
TOST by Tostitos
Entry sign: a freestanding monument sign with brushed-gold, halo-lit letters, powered by swappable rechargeable batteries. Each battery ran about 6 hours. We built a service door into the sign and gave the client spare batteries for hot swaps during the night.
Rooftop lightbox: a large illuminated sign hung over the roof edge so it was visible from the Strip. I designed the rigging: heavy-duty U-brackets with welded gussets hooked over the parapet on protective pads, with shackles and aircraft cable through-bolted to the sign. A crew on multiple tag lines eased it over the edge, with no damage to the building.
Neon program: I brought in Jenny of Arter Neon, my go-to LA neon partner, and managed pricing, specs, and tracking across every piece. It included a floating neon ceiling over the dining room: I coordinated a Las Vegas rigging crew to fly a truss grid on chain motors, clamped to the building's structural I-beams. It also included neon wall panels, the "Más Amor" second-surface sign with layered LED neon, and a neon DJ booth.
The challenge
Multiple venues across the property
Overhead rigging above diners and performers, plus a heavy lift at the roof edge
A battery-power system for a sign with no power at the entrance
Load-in coordinated with the casino and the restaurant
All of it happened in a 5–7 day install window of 12–14 hour days, and I worked 20 straight days.
The result
Every activation opened on schedule, and the client was thrilled.
Credits: Design agency: New Creatures · Fabrication & install: Unlimited Custom Creations · Neon: Arter Neon · Rigging: Las Vegas rigging partner
