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 ground breaking 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 Sam. “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 Sam 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 Sam. 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 Grant 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!”

Sam 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.”