Frito-Lay wants to showcase diversity in its latest "My Joy" ad campaign, which focuses on creators from various backgrounds and talents, including Gen Z, Black, Hispanic/Latino and Asian.

"My Joy" is part of Frito-Lay’s five-year goal of amplifying creative voices in eclectic walks of life.

The campaign is running in 30- and 60-second spots on broadcast television, as well as on digital platforms, including Revolt, LATV, Fuse, Meta and YouTube. The conversation continues at #MyJoy.

The Obsidianworks agency handled the creative, which was directed by Robert Llauro, who has done work for Budweiser, Google and Smirnoff.

The spot features five Joy Creators doing what they love. They are: Courtney Quinn, founder and creative director of Color Me Courtney, a culture media company; DJ Lex, a Filipino-American DJ; Isabel Lee and Luis Fernandez, a Chinese-Thai-Dominican fusion traveling duo who created Forsyth Fire Escape, known its scallion pancake burritos; Briana Green, a trainer and former Harlem Globetrotter who loves working with kids; and Michelle Santana, a New York-based Colombian tattoo artists known for fine-line style of tattooing.

"By working with these Joy Creators, we sought to both celebrate them as individuals, as well as a collective of cultures and talents. With the "My Joy" campaign, our goal is to reach consumers who look for themselves in creative voices, both in front of and behind the camera,"Obsidianworks co-founder-CEO Chad Easterling told Agency Daily.

Obsidianworks’ client roster has included WB, Bacardi and Activision.

Frito-Lay is owned by PepsiCo.