Problem: KFC needed to stand out in a market where many brands claim to be spicy but fail to deliver.

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Solution: Connecting the first bite of The Kentucky Scorcher to a real-life experience Canadians instantly recognise.

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Process: During a quick-fire idea session with Irina Mihut, I reimagined Niagara Falls as The Kentucky Scorcher spicy burger sauce splashing onto visitors and melting their ponchos, inspired by my childhood memory of being welcomed to Canada by getting drenched at the falls. Irina helped push the concept further by suggesting the visitors should be eating the burger in the scene. I then pitched the idea to Fred Corazza within a two-minute deadline, where he challenged us to recreate the entire image using only food elements. I independently brought the concept to life by compositing hand-picked stock images, experimenting with textures and lighting, generating AI ponchos, learning dripping typography in Illustrator, and building the final print ad mock-up in Photoshop.​

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