KFC’s fried chicken and TV watching are a match made in heaven. So each of our executions were inspired by TV shows that featured explosive action. Consumers could then binge on freshly delivered Hot & Spicy while they binged on the latest release of their favourite series.

The key to our campaign was the visual duality between the pieces of fried chicken and real-life explosions. To achieve a realistic effect we needed to duplicate the lighting created by the explosions in our base images – each visual matching the corresponding light source. After shooting multiple pieces of chicken we then arranged them together to create our explosive fireballs.