It takes only three ingredients to make the perfect potato chip: potatoes, oil and sea salt. But to stand out in the flavor-blasted arms race—it’s going to take a lot more than three ingredients. I wanted something that built intrigue. So I mined the product’s most interesting ingredient for every connotation, story, and element I could find. That, combined with my love for pulp fiction magazines, gave us this: a turbo-dumb depiction of potatoes which I made in photoshop while studying in grad school.