KIDS+FAMILY

It all begins with nailing the unique tone of the KFC UNIVERSE. Building upon our last campaign, let’s dream up a BOLD VISUAL WORLD that OOZES with energy and excitement at every turn. It’s reality, but turned up a notch. It’s playful and exciting, and it pushes the elevated realism in an intentional, curated direction.

Needless to say, we’d be honored to bring another piece of KFC history to life - embracing the innovative visual style you’ve so expertly created, creating a camera language that keeps our audience on their toes, and, most importantly - showing off KFC’s latest menu additions to the world with IRRESISTIBLE FOOD SHOTS. YUM.

IMAGINE A WORLD WHERE…

Indulgence is fiercely celebrated. Where women feel free to be totally themselves, owning their unique power & never apologizing for it. Imagine a world where cravings are met with a sense of wonder, rather than judgment. Where Boston Cream Pie is part of a sacred daily ritual, and the pleasure of flavor reigns supreme. Thanks to Light + Fit's ‘Fierce Flavors,' this bold world is within reach- and I couldn't be more inspired to bring it to life!

Through the journey of our fearless heroine, we have the opportunity to create a cinematic universe all our own- celebrating feminine power, and the satisfaction that only comes with knowing exactly what you want... And getting it. Armed with a distinct point of view & undeniable confidence, we're turning the idea of “diet culture” on its head, unlocking a new perspective & proving that making healthy choices can be FUN. Pleasurable. Powerful.

We all have our favorite meals, those classic dishes we return to again and again — and we all have our own ideas about what makes them great. Maybe it's a family recipe, passed down and perfected through generations. Maybe it's a local thing. A perfect New York slice, or a hole-in-the-wall neighborhood joint that turns a simple burger into something unforgettable. Of course, our food allegiances are as personal as they are regional, and our fierce devotion to our favorites can inspire some pretty intense debates with people who have different ideas about the best way to prepare and enjoy them. Which city has the best pizza? What's the secret to the perfect cheeseburger? Which taco truck really — no, really — nails al pastor? These debates are as much a part of the heart and soul of the food as the ingredients. With this spot, we're going to get right in the middle of a few of these discussions, capturing the spirited dialogue that surrounds some of our most iconic dishes and making the viewer feel like a part of a global conversation.

The family atmosphere should have some real-life texture. I don’t want our moms, dads, siblings, aunts, uncles and cousins to only be smiles and rainbows in the background. Their banter should be relaxed and happy, but also a lively part of the chaos — crazy laughs, shushing kids, hoots and hollers, counting for hide and seek. The parents are doting, but know when to step in and put an end to the nonsense. They have responsible human beings to raise, after all. Overall, I want joy and laughter, but with some authentic character mixed in.

When it comes to the main course, it's all about anticipation. The build up to that first bite as dishes are passed around and plates are loaded up with all your holiday favorites. Let's capture that anticipation, passing of plates, and overall energy.

We'll start this section as we left the previous one — matching the action of our transitional dish to perfection so as to make the wipe seamless and invisible. From there we get right into the action of the main course as we continue down the table.

Hands and plates are passed around in a manner that naturally pulls our camera along — coming and going at the perfect time while highlighting Sun•Maid dishes accentuated in warm golden light. We'll ensure those are the ones that capture our audience's attention through staging, movement, and light — no one wants to be upstaged by a holiday ham.

We call it sobremesa - it's the party after the party that makes for nights to remember.

Sobremesa is a mood- and one we're going to capture at one big turn up as we roam through every little bit of conversion, celebration, and passion- complemented by Rémy Martin throughout, of course.

Hard to describe, but you know sobremesa when you're in it...

It's the sweat of a simmering summer night under the tinge of dusty tungsten light- basking the evening in an orangey, monochromatic glow.

It's feeling the pulse of Reggaeton in your chest as you pack onto the afterhours dancefloor.

But most importantly, it's the night's endless possibilities that signal that the celebration is just getting started, conversation is about to flow, and the highlight of the night can truly get under way.

This product IS a star, and I plan on giving it the full star treatment. Dramatic angles, epic visual camera moves, and blockbuster cinematography will properly show off the sweet perfection of the Reese's cup. This might be a dramatic dolly-zoom, pushing in and pulling out on the product, creating a striking and eye-catching frame. Or, it could be directional lighting that effectively exaggerates the cup, helping it jump off the screen. Additionally, we'll heighten the filmic feel by layering atmospheric elements that will add drama and grandeur to the imagery. We'll use lens flares, fog, fine particles that give depth and texture to the footage.

Because there's not one single approach that will fit all the various creative demands of each shot, we're going to employ several different techniques in order to maximize the cinematic potential of our visuals. For example, we'll use photogrammetry to capture a wide shot with choreographed Reese's cups falling perfectly in slow motion, while the camera spirals 360° upwards, showing off every detail of the cup's 46 ridges.