Doritos Silent

Doritos tortilla chips are a favourite with gamers globally, providing the fuel needed for long gaming sessions. The problem? Gaming is social, and gamers told us that when with their squads, crunching down the mic caused annoyance, distraction, and – worst of all – losing. To continue the love affair between Doritos and gamers, we launched “Doritos Silent”, an impossible-sounding (pun intended) feat: the world’s first AI-augmented snack. In a matter of clicks PC gamers could download bespoke software that listened out for Doritos crunches and cancelled them out in real time.