Inspired by the crunchiness of the new Kruji Chicken, the brand captured close-up images of the chicken's breading, focusing on the natural figures it forms, within intricate grooves and shadows. Using macro photography, we the Kruji Chicken’s breading. After positioning them one after the other, we searched through the lens for real looking figures that depicted our desired Halloween concepts. After reaching perfect negative spaces within the pieces, we manipulated them in post-production to exaggerate the figures to the point that they looked exactly as our Halloween icons. Icons that anybody in the family could recognize: a bat, a ghost and witch’s hat.