--- title: How To Light Outside The Box – From The Inside description: Cinematographer Eduardo Fierro used Rosco LitePads to light up bags of Doritos - from INSIDE a vending machine - when shooting his 2014 semi-finalist submission for the Doritos Crash The Super Bowl Co image: https://spectrum.rosco.com/hubfs/Feature-25.jpg --- ![](https://spectrum.rosco.com/hubfs/raw_assets/public/Rosco/Images/page-top-bg.jpeg) [![NewSpectrumlogo](https://spectrum.rosco.com/hs-fs/hubfs/NewSpectrumlogo.png?width=320&height=150&name=NewSpectrumlogo.png)](https://spectrum.rosco.com) - [Home](https://spectrum.rosco.com/) - [About Spectrum](https://spectrum.rosco.com/rosco-spectrum-featured-products-3?hsLang=en) - [Featured Products](https://spectrum.rosco.com/rosco-spectrum-featured-products?hsLang=en) - [Rosco.com](https://us.rosco.com/en) Home About Spectrum Featured Products Rosco.com ![](https://spectrum.rosco.com/hubfs/Feature-25.jpg) # How To Light Outside The Box – From The Inside A couple of years ago, [cinematographer Eduardo Fierro](http://www.eduardofierro.com) shot a commercial spot that made the semi-finals for [Doritos’ annual “Crash the Super Bowl” contest](https://crashthesuperbowl.doritos.com). Fierro’s greatest challenge in shooting the ad was figuring out how to effectively light the bags of chips from inside the tight confines of a vending machine.  The soft, even glow produced by [Rosco’s LitePad](http://www.rosco.com/litepad/litepadHO.cfm) provided him the perfect solution.   [![](https://spectrum.rosco.com/hs-fs/hubfs/Imported_Blog_Media/Doritos1-1.jpg?width=1200&height=771&name=Doritos1-1.jpg)](https://spectrum.rosco.com/hubfs/Imported_Blog_Media/Doritos1-1.jpg?hsLang=en) Behind The Scenes: A 12"x12" LitePad illuminates a bunch of Doritos   For their clever ad, the filmmakers envisioned an Amish family infatuated by the potential of eating Doritos that came out of a magical vending machine.   This meant that the Doritos inside the machine were the stars of the ad, and needed to be lit accordingly.  Eduardo Fierro chose Rosco’s LitePad as the solution because he could place the lights inside the machine, which eliminated any glare off the glass that other fixtures placed on the outside of the machine would have created.   [![](https://spectrum.rosco.com/hs-fs/hubfs/Imported_Blog_Media/Doritos2-1-1.jpg?width=1200&height=859&name=Doritos2-1-1.jpg)](https://spectrum.rosco.com/hubfs/Imported_Blog_Media/Doritos2-1-1.jpg?hsLang=en) A 6”x12” LitePad fit perfectly in the drop-tray of the machine to up-light the bags   Fierro embodies the *Everywhere Lighting* mantra of LitePad.  Throughout his career, he has used them as fill-light in tight spaces like cars and bathrooms, as catch-lights on-camera, and as accent lights in bars and street-scenes. Thanks to his familiarity with LitePad’s soft, even glow, Eduardo knew that they were the perfect solution to properly light and showcase the bags of Doritos in this ad.   [![](https://spectrum.rosco.com/hs-fs/hubfs/Imported_Blog_Media/Doritos3-1.jpg?width=1200&height=771&name=Doritos3-1.jpg)](https://spectrum.rosco.com/hubfs/Imported_Blog_Media/Doritos3-1.jpg?hsLang=en) Another 6”x12” LitePad is mounted on the side of the machine for side/fill light   Watch the commercial to see how Eduardo Fierro used the LitePads to make the bags of Doritos pop in the ad, and you'll see why the spot made it all the way to the semi-finals of the “Crash The Super Bowl” contest. [![](https://spectrum.rosco.com/hs-fs/hubfs/Imported_Blog_Media/Eduardo-Fierro-Headshot-2-crop-255x300-1.jpg?width=200&height=235&name=Eduardo-Fierro-Headshot-2-crop-255x300-1.jpg)](http://www.eduardofierro.com/)Previously a cinematography instructor at Full Sail in Florida, Eduardo Fierro is now an LA-based cinematographer whose work includes, commercials, music videos and feature-length films.  We first became aware of him in 2013, when Eduardo was an honoree of the International Cinematographers Guild's  [Emerging Cinematographer Award](http://ecawards.net/honorees/2012-2/). To learn more about Eduardo's work, [visit his website](http://www.eduardofierro.com) or follow him on [Twitter](https://twitter.com/edufierrophoto) and on [Instagram](https://www.instagram.com/edufierrophotos/). Be sure to visit the new [Rosco LitePad HO90](http://www.rosco.com/litepad/litepadHO.cfm) page to learn more about this unique LED lighting fixture, and see all of the new HO90 upgrades we've implemented for superior color rendering and better energy efficiency for longer battery-life.   Joel Svendsen February 04, 2016 [Questions?](mailto:spectrum@rosco.com) [Film, Television and Broadcast](https://spectrum.rosco.com/tag/film-television-and-broadcast) ![](https://spectrum.rosco.com/hubfs/Joel-profile-pic-Nov-2016-160x160.jpg) ## About Joel Svendsen Marketing Director: Joel's Rosco career began in Rosco's Hollywood office in 1999 – first in sales covering the Western US and the Los Angeles Film & Television market, and then as Product Manager for Rosco's Film & Television Products. Joel's knowledge about Rosco's products and how they're used in each of our different marketplaces makes him well suited for bringing the stories in Spectrum to life. ### Related post [Vittorio Storaro Reveals The Origin Of The Storaro Selection In Dick Tracy](https://spectrum.rosco.com/index.php/2020/06/vittorio-storaro-reveals-the-origin-of-the-storaro-selection-in-dick-tracy?hsLang=en) [Rosco LitePad Loop: Built for Professionals - Made Easy for Everyone](https://spectrum.rosco.com/index.php/2012/04/rosco-litepad-loop-built-for-professionals-made-easy-for-everyone?hsLang=en) [LitePad Kits: The Proper Kit for the Proper Use](https://spectrum.rosco.com/index.php/2011/01/litepad-kits-the-proper-kit-for-the-proper-use?hsLang=en) [I See Wisteria](https://spectrum.rosco.com/index.php/2015/09/i-see-wisteria?hsLang=en) ### Receive Email Alerts About New Spectrum Blog Posts! ### Categories [Architecture](https://spectrum.rosco.com/tag/architecture) [Dance](https://spectrum.rosco.com/tag/dance) [Entertainment Lighting](https://spectrum.rosco.com/tag/entertainment-lighting) [Film, Television and Broadcast](https://spectrum.rosco.com/tag/film-television-and-broadcast) [Photography](https://spectrum.rosco.com/tag/photography) [Rosco - The Company](https://spectrum.rosco.com/tag/rosco-the-company) [Scenic and Staging](https://spectrum.rosco.com/tag/scenic-and-staging) © 2022 Rosco Spectrum - [Home](https://spectrum.rosco.com/) - [About Spectrum](https://spectrum.rosco.com/rosco-spectrum-featured-products-3?hsLang=en) - [Featured Products](https://spectrum.rosco.com/rosco-spectrum-featured-products?hsLang=en) - [Rosco.com](https://us.rosco.com/en) - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Joel Svendsen", "url" : "https://spectrum.rosco.com/author/joel" }, "dateModified" : "2022-11-21T22:14:17.466Z", "datePublished" : "2016-02-04T17:23:50.000Z", "headline" : "How To Light Outside The Box – From The Inside", "image" : [ "https://spectrum.rosco.com/hubfs/Feature-25.jpg" ], "mainEntityOfPage" : { "@id" : "https://spectrum.rosco.com/index.php/2016/02/how-to-light-outside-the-box-from-the-inside", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://spectrum.rosco.com/hubfs/ROSCO_WAL_H_RGB.png" }, "name" : "Rosco Laboratories" } } ```