Direction
VFX
Broadcast Production
Doritos: Sumo
611 Million Views.
A spec commercial that became a cultural moment. Concepted in-house, starring a sumo legend, created for the Super Bowl — and watched by hundreds of millions.
| CLIENT Doritos / Frito-Lay |
YEAR 2012 |
SERVICES Creative & Production |
RESULT 611M+ Views |
VFX
Broadcast Production
Doritos: Sumo
611 Million Views.
A spec commercial that became a cultural moment. Concepted in‑house, starring a sumo legend, created for the Super Bowl — and watched by hundreds of millions.
| ClientDoritos / Frito‑Lay | Year2012 |
| ServicesCreative & Production | Result611M+ Views |
THE CONCEPT
A simple premise.
Sumo-sized payoffs.
Concepted by in-house director Kiki Chansamone and starring legendary Japanese sumo wrestler Yama – recognized as the heaviest Japanese-born sumo wrestler in history – the spot was created for the 2012 Doritos Crash the Super Bowl contest.
Though it began as a spec submission, it quickly gained massive traction, proving that bold creativity paired with a straightforward concept can resonate far and wide – and sometimes shake the internet like a sumo stomp.
THE CONCEPT
A simple premise.
Sumo-sized payoffs.
Concepted by in-house director Kiki Chansamone and starring legendary Japanese sumo wrestler Yama – recognized as the heaviest Japanese-born sumo wrestler in history – the spot was created for the 2012 Doritos Crash the Super Bowl contest.
Though it began as a spec submission, it quickly gained massive traction, proving that bold creativity paired with a straightforward concept can resonate far and wide – and sometimes shake the internet like a sumo stomp.
SERVICES DELIVERED
CREATIVE
Concept Development
Campaign Direction
Creative Strategy
Super Bowl Contest Entry
CONTENT
Broadcast Production
Directors
Editorial
VFX & Finishing
TALENT
Talent Direction
Yama (Sumo Legend)
On-Set Supervision
Performance Direction
RESULTS
611M+ YouTube Views
923K Subscribers
Viral Distribution
Cultural Impact
SERVICES DELIVERED
CREATIVE
Concept Development · Campaign Direction · Creative Strategy · Super Bowl Contest Entry
CONTENT
Broadcast Production · Directors · Editorial · VFX & Finishing
TALENT
Talent Direction · Yama (Sumo Legend) · On-Set Supervision · Performance Direction
RESULTS
611M+ YouTube Views · 923K Subscribers · Viral Distribution · Cultural Impact
01
THE CONCEPT
Concept &
Direction
Kiki Chansamone conceived and directed the spot entirely in-house – casting Yama, the heaviest Japanese-born sumo wrestler in history, for a concept built around pure physical comedy and brand authenticity.
The simplicity of the idea was its greatest strength: a sumo wrestler, a bag of Doritos, and a premise that wrote itself. No agency brief. No committee. Just a bold creative instinct and a willingness to go big.
|
|
Original concept by Kiki Chansamone |
|
|
Starring Yama — heaviest Japanese sumo wrestler in history |
|
|
Created for 2012 Doritos Crash the Super Bowl Contest |
|
|
Entirely in-house from concept to final delivery |
01
THE CONCEPT
Concept &
Direction
Kiki Chansamone conceived and directed the spot entirely in-house – casting Yama, the heaviest Japanese-born sumo wrestler in history, for a concept built around pure physical comedy and brand authenticity.
The simplicity of the idea was its greatest strength: a sumo wrestler, a bag of Doritos, and a premise that wrote itself. No agency brief. No committee. Just a bold creative instinct and a willingness to go big.
| Original concept by Kiki Chansamone | |
| Starring Yama — heaviest Japanese sumo wrestler in history | |
| Created for 2012 Doritos Crash the Super Bowl Contest | |
| Entirely in-house from concept to final delivery |
02
THE CRAFT
Broadcast Production,
VFX & Finishing
Every frame of the Doritos Sumo spot was handled by the Mr. Kiki team – from production and on-set direction to editorial, VFX, and finishing. The result was a polished broadcast-quality commercial built with independent creative economy and Hollywood-grade execution.
The spot’s visual storytelling required precise timing, comedic pacing, and clean VFX work to land the physical comedy with maximum impact – all delivered without a studio budget.
|
|
Broadcast production – full on-set crew |
|
|
Directors & editorial – complete post pipeline |
|
|
VFX & Finishing – broadcast quality delivery |
|
|
Super Bowl Crash the Super Bowl submission |
02
THE CRAFT
Broadcast Production,
VFX & Finishing
Every frame of the Doritos Sumo spot was handled by the Mr. Kiki team — from production and on-set direction to editorial, VFX, and finishing. The result was a polished broadcast-quality commercial built with independent creative economy and Hollywood-grade execution.
The spot’s visual storytelling required precise timing, comedic pacing, and clean VFX work to land the physical comedy with maximum impact — all delivered without a studio budget.
| Broadcast production — full on-set crew | |
| Directors & editorial — complete post pipeline | |
| VFX & Finishing — broadcast quality delivery | |
| Super Bowl Crash the Super Bowl submission |
THE IMPACT
Spec commercial.
Internet legend.
| 611M+ YouTube Views |
923K Subscribers Gained |
2012 Super Bowl Contest |
#1 Viral Food Commercial |
“
Bold creativity, paired with a straightforward concept, can resonate far and wide — and sometimes shake the internet like a sumo stomp.
— Kiki Chansamone, Director
Ready to make something great?
Let’s talk about your brand, your goals, and what we can build together.
Ready to make
something great?
Let’s talk about your brand, your goals, and what we can build together.