Behind KFC’s Recent Shoot from Inside the Chicken Bucket
Around the world, KFC is an iconic franchise. With more than 30,000 locations in 145 countries across the globe, it’s unsurprising that at this point, everything from the food to even the buckets it serves fried chicken in have gained the status of instant recognisability.
But, would customers still identify KFC chicken and its iconic packaging… if shot from the inside out? This is the question that Courage Inc.’s creative directors Hemal Dhanjee and Steve Ierullo asked after finding themselves captivated by the 360-degree video trend on TikTok. So, the two got to work, banking on the fact that people would absolutely think of the franchise after just seeing a circular bucket filled with chicken, even without the label.
As it turned out, the idea was so good that when the pair finally landed a brief to actually test this out with, it took off immediately. Launched in conjunction with KFC’s biggest digital promotion of the year, ‘First Bucket’s On Us’, the work, centred around strong OOH and a 30-second spot directed by Spy Films’ Justin Abernathy, features shots of vibrant people reaching toward the camera to grab Original Recipe Chicken Tenders. It’s fun and original work – so much so that it made a splash far beyond the Canadian market it was intended for, proving the significance of this culinary companion once and for all.
To learn more about this process, and what it actually took to shoot from inside a KFC bucket, LBB’s Jordan Won Neufeldt sat down with Hemal and Steve for a chat.
What was the brief for this campaign, and what immediate ideas came to mind?
Hemal & Steve> The funny thing about this brief was that there wasn’t one. We had to reverse engineer it. Usually, when a project comes across our desk, we’re racking our brains to find that one plus one equals three idea. But sometimes, when there is no brief at all, the spark flicks naturally – and that’s exactly what happened here.
Steve and I have always been fascinated by 360-degree videos on TikTok, particularly full-circle shots of people eating everything from cereal to candy to noodles in weirdly captivating ways. And that's when we realised we’d never seen anyone eat fried chicken from inside a bucket before… and if any brand could own that unique perspective, it’d be KFC.
From there, the question became: what brief could we align this idea with?
LBB> Building on this, why was this approach specifically right for the brand?
Hemal & Steve> We typically see the KFC bucket from the outside, but we wondered, would people still recognise it from a different angle, like from inside the bucket where the branding isn’t visible?
Knowing that KFC’s bucket is one of the most iconic design pieces, loved by millions worldwide, we were confident people would, even without seeing the logo. That’s the beauty of working with a brand as iconic as KFC – its presence is unmistakable. And the bucket is one of the many things that make it a cultural icon.
LBB> Specifically, what made the Original Recipe Chicken Tenders the right centrepiece for the work? How did your communications with KFC inspire you to build around this menu item?
Hemal & Steve> Because we were looking for the perfect brief to bring it to life, after chatting with our EP, Clair Galea, we found out that there was a brief floating around KFC for its biggest promotion of the year, ‘First Bucket's On Us’. This year’s brief was focused on Original Recipe Chicken Tenders, which have quickly become a fan favourite across Canada, appealing to people of all ages.
Truly, the timing was perfect, and we knew this idea would align seamlessly. As a whole, it also offered us an opportunity to prove that you can do brand building work and a promotional campaign at the same time, instead of treating them as separate silos.
LBB> From here, what was the writing process like?
Hemal & Steve> We approached this part a bit differently. After selling the idea to the client, things moved quickly. We brought on a director we know and love – Spy Films’ Justin Abernethy – and collaborated closely with him to bring the vision to life.
After finalising the visual style and aesthetic, we crafted a vignette-driven script showcasing the diverse range of people who enjoy tenders. Without dialogue, we focused our script on character, depicting people from all walks of life reaching into the bucket for a tender – allowing the viewer to witness these genuine, honest moments as if they were part of the scene themselves.
To make each character relatable, we worked with Justin to create profiles for each cast member – characters who could say a lot at a glance. Whether it was a construction worker grabbing lunch on his downtime, a breakdancer reaching for a tender mid move, or an older woman digging into a bucket at home, we wanted their vibrant personalities to come across authentically on screen. This focus on developing genuine, relatable characters played a key role in shaping our writing process.
LBB> With that in mind, what was casting like? How did you ensure the spot would feature the diversity you were seeking?
Hemal & Steve> After finalising the script and characters, we set out to find the perfect cast. We wanted to find people who were real and relatable, but who also kind of already lived into their role already.
So, instead of going through the traditional casting agency route, we searched for these characters ourselves, from Instagram, to modelling agencies, to actors and beyond. Luckily, Justin and the folks at Spy are super well-connected and had really cool friends who could help fill these roles.
Seeing it all come together in the edit was where the real magic happened. Working with Bryan Reuben at Nimio, we meticulously fine-tuned the pacing and rhythm, ensuring each cut flowed seamlessly into the next, allowing the personalities to shine while keeping a cohesive narrative throughout. Really fun to watch him do his thing!
LBB> Taking a step back, what made Justin Abernathy the right director for the job? Tell us more about him!
Hemal & Steve> For this spot, we wanted a fun, youthful, and vibrant energy, and Justin was the perfect director to bring that vision to life. He has an incredible ability to take a concept and elevate it with his distinct visual style, which was exactly what we needed. We had previously worked with him on the ‘Streetswear’ campaign for Raising the Roof, where his passion and dedication really stood out.
One thing about Justin is that when he connects with an idea, he’s a bit of a freight train and goes above and beyond to bring it to life. That’s how we knew he was the perfect choice for this project. From directing to editing and colour grading, even finding the perfect cinematographer and stylist, Justin proved instrumental in bringing this idea to life, and we’re super grateful to have had him on board.
LBB> The spot is amazing! What was the shooting process like, where did it take place, and do you have any anecdotes from on set?
Hemal & Steve> The shoot was spread out over two days in different locations around Toronto. We wanted the campaign to feel big and global, so we chose a variety of vibrant locations around the city, from the Puente de Luz to Grange Park, and even a late-night shoot in Chinatown.
All the interior shots were filmed at Darling Mansion, which perfectly describes itself as a mix of Victorian mansion, a touch of Dali, a little Fellini, some '70s porn, and a whole lot of rock and roll (it’s spot on). If you’ve ever been, each room feels like it belongs to a different house, which was perfect for creating the feeling that we were peeking into the homes of different people.
Rigging the camera was a challenge in itself. After setting up the scene, we had to rig the camera with a KFC bucket with a hole cut out at the bottom – the reason being that we wanted each bucket to feel different. So, to make each bucket unique, our food stylist and set designer carefully positioned the chicken tenders into the bucket using toothpicks so they wouldn’t fall off and grease up the camera lens. It was meticulous stuff, but totally worth it. It's rare to have a spot where the product is prominently displayed in every shot, but we did it in a way that feels tasteful and natural. That’s key.
LBB> Tell us about the photography process as well! How did this aspect of the campaign come to life?
Hemal & Steve> Another great thing about Justin is that he’s both an exceptional film director and a skilled photographer. After wrapping each shot, we had maybe a few minutes to capture some stills while in the same setup before moving onto the next scene. (We can hear Aasttha Khajuria from Spy Films saying, ‘Last shot! I mean it this time!’).
We started by using a fisheye lens to create that circular bend of a bucket, after which we angled the low shots to make it feel like our talent was reaching into a bucket of tenders. Then, we got our super talented retoucher, Allan Davey, to add chicken to the edges of the shots in post to make it look like they were reaching into the bucket for real. The result is bold, iconic stills that will work perfectly for OOH and social, helping round out the campaign.
LBB> The song choice is fantastic! What was the search process like, and how did you end up with the selection?
Hemal & Steve> We teamed up with the amazing team at BoomBox Sound and Chris Stiliadis to bring the audio for this spot to life. After an extensive music search, exploring everything from pop to bossa nova to samba, we settled on an absolute banger of a track called ‘It's Different’.
The moment we heard it, we knew it was the one. It really captures the essence of the spot, from the different bucket view to the vibrant cast of characters and the standout offer itself. Everything about it really is different, which is why we loved it.
LBB> What lessons have you learned in the making of this project?
Hemal & Steve> Coming up with the idea is the easy part; making it happen is the real challenge. The truth is, great work rarely falls into place on its own – you need to actively involve your team in a collaborative way to make it happen. As creatives, sometimes we feel like we need to push an idea to the finish line all by ourselves, but that's when you begin to hit all sorts of roadblocks that you can't solve alone. When you, your team, your clients, and your partners are all aligned and working toward the same goal collaboratively, everyone brings something valuable to the table, and suddenly, those unsolvable problems start finding solutions.
LBB> How have people reacted to this campaign?
Hemal & Steve> The response to the campaign has been overwhelmingly positive, both in Canada and internationally. KFC has seen some of its best results yet, with a huge boost in app downloads and sales — exactly why we do what we do. The spot’s success has even sparked discussions about adapting it for global markets, which is exciting. From the start, our goal was to create an iconic campaign for KFC’s iconic bucket, and it’s incredibly rewarding to see that vision come to life.
LBB> Finally, have you taken advantage of the promotional offer since creating this campaign?
Hemal & Steve> Even with one of us having a severe gluten allergy and the other, intense IBS, we’ve fully embraced this offer… because at the end of the day, you’ve got to eat what you sell!
