Award-Winning Director Sam Coleman Crafts an Electric Ode to Originality for KFC

Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.

Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation – original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”

“Sam has a truly unique vision with the ability to transform a script in a way that elevates the story,” said Grant Macpherson, KFC’s Chief Marketing Officer – Africa. “His remarkable eye for talent and craft enhances every piece of film he touches.”

The visually enthralling 90 second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose past experience includes fashion and street culture. “This felt like a little departure for KFC, almost like playing in a space traditionally held by apparel brands like Adidas. If you’re making a campaign about originality then your execution also needs to be original. You have to walk the walk.” 

Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”

KFC’s Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold ideas but also thrives in collaboration. Sam embodies both!”

Coleman added, “All these amazing people made me feel as if I was as much part of the creative fabric as they were. It was an incredibly collaborative and rewarding experience. In fact at every level – from client to agency to crew –  everybody added their ideas and their voice to this creative anthem and I think that comes through in final film.”

CREDITS

CLIENT: KFC Africa

Chief Marketing Officer: Grant Macpherson
Interim Marketing Director: Samantha Redman
Head of Marketing Southern Africa: Lynette Ngwata

AGENCY: Ogilvy

Account Director: Nontsikelelo Mbatha 
Executive Creative Director: Mbeu Kambuwa
Creative Director: Galaletsang Kgoathe
Senior Art Director: Melanie Moore
Senior Copy Writer: Nondu Petlele 
Agency Producer: Tsakane Mogale
Integrated Producer: Tshepiso Moerane

PATRIOT

Director: Sam Coleman
Senior Producer: Zayd Halim
Producer: Shannon Gloyne
Production Manager: Jessica Raine
Senior Production Coordinator: Lebohang Masiteng
Production Coordinator: Chantal van Zyl
Cast Coordinator: Justine Berman

CREW

1st AD: Craig Brorson
2nd AD: Nicole Henning 
3rd AD: Joshua Walker
DOP: Michael Cleary
Drone Op: Nick Riley 
Ronin Tech: Duncan Walker 
Focus Puller: Alex Bayne 
Loader: Hlumelo Slatsha
DIT: Marcel Klopper
VTO: Ryan Sidoo
Art Director: Michael Linders 
Set Building: Epic Sets
Wardrobe Stylist: Amy Zama
Wardrobe Assistant: Nadia Omar 
Wardrobe Assistant: Terence David
H&M Artist: Suaad Jeppie 
Hair Stylist: Carl Isaacs

FOOD STYLING

Food Stylist: Bianca Delides
KFC Chef: Nkululeko Nkosi
Food Stylist Assistant: Michelle van Wezel
Packs Specialist: Marc Simpson

POST

The Refinery Cape Town
Editor: Matthew Swanepoel 
Grade: Kyle Stroebel 
VFX Supervisors: Eddie Addinal + Rory Mark

MUSIC

Music Supervisor: Simon Ringrose 
Sound Engineer: Lorens Persson

TALENT

Khuli Chana 
25K 
Blxckie
Rowan Sakarombe
Sindiso Nyoni 
Ruberto Scholtz 
Sanele Qwabe 
Nailed Ntswembu 
Island Gals