IDIDTHAT Craft Awards July 2025 – View Showcase
KFC ‘K.A.I.I.A. Anything For The Taste’
BEST IN CRAFT & CRAFT MENTION (DIRECTION)
Carbon Films | Bruno Bossi
Awarded by Snooze Kambuwa & Grant De Sousa
BEST IN CRAFT (ONLINE VFX CRAFT)
Carbon Films | Marco Raposo de Barbosa
(Entered on behalf of Marco Raposo de Barbosa)
Awarded by Grant De Sousa
Judges comment: ‘A clever and captivating spin on KFC’s classic platform of the lengths people will go for the taste. The director brings an inanimate character to life (quite literally), with storytelling and pacing that build just the right amount of tension. Performances, tone, and atmosphere are finely tuned, all leading to a perfectly timed twist. A timely piece, masterfully crafted.’ – Mbeu ‘Snooze’ Kambuwa, Executive Creative Director at Ogilvy South Africa
Disclaimer* I was involved in this project. That said, I can confidently speak to the director’s dedication and craft. I also believe the work stands on its own merits among this month’s entries.
Judge’s comment: ‘I was extremely impressed by the seamless blend of VFX into this story. But what pushed it over the edge for me was the innovative use of real world machinery learning and the use of Lidar. It was an inspired choice. A technology used predominantly in other fields such as – Autonomous vehicles, Archaeology etc and, I found it to be a very interesting and bold choice to use it as a creative tool. A big congrats to the team behind this as I think it enhanced the overall feeling of the A.I.’s character and truly brought it to life.’ – Grant De Sousa, Director at They
Judge’s comment: ‘As a director consistency is always key and coming off the back of KFC ‘Cake’ to this – not much more needs to be said. It is a well executed and well thought out creation, the lead character and peripheral performances are all seamless. Furthermore, the world built around A.I was perfect and terrifying. Personally, I liked the dark touches and the overall tone. Credit is most certainly due.’ – Grant De Sousa, Director at They
ABOUT THE WORK
How We Pulled Off the VFX:
To visualise the world through KAIIA’s digital eyes, we created something uniquely cinematic and possibly a first in South African filmmaking. We developed KAIIA Vision: a hyper-stylised visual interpretation of how an AI might perceive and process taste, smell, emotion, and human interaction. Inspired by real-world machine learning, we asked: What would flavour look like to a neural network? To achieve this, the VFX team combined cutting-edge technique with clever, low-footprint tech. Using a re-purposed Xbox LiDAR scanner paired with our primary camera rig, we captured live-action performance data on set, ensuring every layer of movement, depth, and detail could be reinterpreted through KAIIA’s unique visual language.
After extensive R&D, we created a fully integrated HUD-style interface, layered onto shots from KAIIA’s perspective. This not only visualised how she processes the world around her – it made her obsession with KFC feel real. We also brought KAIIA into physical spaces via “The ORB” Her omnipresent avatar that appeared across screens throughout the story. Whether glitching into drive-throughs, interrupting broadcasts, or talking directly to audiences in cinemas, The ORB became her visual footprint in the real world. The Result: A near-future thriller with a flavour-obsessed twist – merging genre film language with brand storytelling. The VFX didn’t just serve spectacle; it built emotional tension, anchored the sci-fi world in believability, and helped KAIIA feel like a living, thinking, craving character.
CREDITS
Brand/Client: KFC South Africa
Chief Marketing Officer: Grant MacPherson
Marketing Manager: Emma Coville
Marketing Director: Mukundi Munzhelele
Agency: Ogilvy Johannesburg
Executive Creative Director: Snooze Kambuwa
Creative Director: Galaletsang Kgoathe
Creative Group Head: Tiffany Morris
Creative Group Head: Graeme van Jaarsveld
Business Director: Roshan William-Khan
Group Account Director: Nicole van Strijp
Head of Integrated Production: Debbie Dannheisser
Film Production & Crew: Carbon Films
Director: Bruno Bossi
Executive Producer: Kirsten Clarence
DOP: Liam Gilmour
Production Manager: Robyn Palmer
Production Co-Ordinator: Anele Matomela
1st AD. : Carey Lagoe
Key Grip: Allan Gray
Gaffer: Nicholas Rankin
Wardrobe Stylist: Bridget-Ann Baker
Hair & Make up: Julia Rubinstein
Production Designer: Herman Lampen
Art Director: Josh Downes
Standby Props: Martin Du Plessis
Food Stylist: Bianca Delides
Unit Manager: Vaun Hamilton
Casting Director: Mrs Davies & Casting Directors
Editing Company: Strangelove
Editor: Xander Van Der
Colourist: Nic Apostoli
Online & VFX: Marco Raposa de Barbosa
Motion Graphics and Design: Tyrone Mackay
Audio: Sterling Sound
Sound Design & Final Mix: Lorens Persson
Music: I’m Alive – Johnny Thunder
Talent:
Lead: Jesse Suntele
KAIIA: Luella Holland
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
