(2025)
KFC
Art Direction
Chickens live by their own rules, they do not perform or pretend. They eat when they are hungry, rest when they are tired and start their day with a good scream. They do not overthink or at least care about what others think. Being chicken means being yourself; real, messy, unfiltered, unbothered. It banishes the bland and reclaims the the comfort we crave, the modern day philospohy of unfiltered comfort. A rallying cluck to stop performing, start living and stay gloriously unbothered. We make KFC an affordable everyday brand through the most chicken-est way Gen Z’s show agreement or measuring worth. No performative hype like “slay” or “fire”, just a grounded NOD. A micro-affirmation that says,“yeah, that HITS just right.”
Watch the full value film here.
Be More Chicken
Art Direction
Chickens live by their own rules, they do not perform or pretend. They eat when they are hungry, rest when they are tired and start their day with a good scream. They do not overthink or at least care about what others think. Being chicken means being yourself; real, messy, unfiltered, unbothered. It banishes the bland and reclaims the the comfort we crave, the modern day philospohy of unfiltered comfort. A rallying cluck to stop performing, start living and stay gloriously unbothered. We make KFC an affordable everyday brand through the most chicken-est way Gen Z’s show agreement or measuring worth. No performative hype like “slay” or “fire”, just a grounded NOD. A micro-affirmation that says,“yeah, that HITS just right.”
Watch the full value film here.
