Campaign concept and key visual for a KFC chicken wrap, turning flat product photography into a stylised hero image that ran on billboards and KFC menu boards.

Led by Sean, the work started where most quick-service campaigns stall: a competent product photograph that tells the customer nothing about how the product should feel. The brief was energy. One word. The concept took the wrap out of the studio and into an anime-style burst, with the chicken, lettuce and tomato rebuilt by hand in Photoshop, a green energy field and water splashes drawn around them, and the lighting repainted so the product reads from across a street. Every element is illustration layered over the original photograph, so the wrap stays recognisably the product on the menu while the visual does the selling. The final artwork was produced for out-of-home billboard and in-store menu board formats, where a key visual gets two seconds. It has to land.