Cheetos orange powder makes the leap into the art world

The distinctive orange powder released by Cheetos is the basis for a collection of illuminated paintings by street artist Lefty Out There.

Cheetos always leave a guilty orange trail that is insidiously attached to the fingers of those who devour the famous Frito-Lay snack (and that sometimes ends up smearing his clothes too). But it turns out that the characteristic orange powder that Cheetos gives off also serves to illuminate works of art.

Street artist Lefty Out There will present eight pieces created entirely with «cheetle» (the orange residue that Cheetos leaves on the fingers of those who are happy to swallow this snack), at the famous Art Basel art fair, which will start on November 4 in Miami.

The collection «Yacht the Basel: The Art of the Cheetle» It will be presented by Frito-Lay at Art Basel in collaboration with hip-hop-focused culture specialist Rock the Bells.

For the PepsiCo subsidiary, the works illuminated by Lefty Out There are a way to turn what may soon seem like a (rather annoying) handicap into something truly unique that is worth celebrating.

“For many years our fans have used Cheetos as inspiration for many different things, from fashion to beauty to food,” says Jessica Spaulding, North America Marketing Director for Frito-Lay. “Now we are excited to see the orange powder that our fans proudly wear on their fingers finds its way into Art Basel through the incredible talent of Lefty Out There”, Add.

Lefty Out There, whose real name is Franco Campanella, is a Chicago-based street artist who has previously collaborated with brands like Nike and Adidas and singers like Megan Thee Stallion, Bad Bunny and Chance the Rapper.

“Creativity has always been a central element in the hip-hop movement, so we are really excited to collaborate with Cheetos, a brand that celebrates self-expression in all its forms.”, says James Cuthbert, president of Rock the Bells. “We are also delighted to have Lefty Out There on board for this very special event and we can’t wait to see her bold and dynamic style live,” he emphasizes.

The event hosted by Cheetos and Rock the Bells to debut the Lefty Out There Art Collection will take place at a four-story tall mega-yacht anchored off Miami’s Bayfront Park.

After sunset the yacht will take a walk through the port and will offer the guests to the event delicious Cheetos inspired dishes.

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Source: Marketing Directo by www.marketingdirecto.com.

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