Cheetos has an innovations lab where they create new snacks all the time. When we tested the new product, Mighty Zingers, they reminded us of bees. So we brought them to life as a SWARM—scary and whimsical, attracted to people and things, and closeted fans of REO speedwagon. Our spots captured the SWARM and its behavior in the lab, before we set it loose in playful, rich-media site takeovers. It also appeared in the online game Battle of the Cheetos.