Rappers, skaters, designers, metalheads, toymakers and nail pimps all come together in Sam Coleman’s electric new anthem for KFC and agency Ogilvy South Africa.

Issued by Patriot Films

Innovation doesn’t happen in isolation – every artist draws from a well of inspiration, fuelling the next wave of creativity. Originality thrives when it’s sparked by originality. That’s the message in this new piece by Patriot Films’ Sam Coleman featuring a host of Mzansi’s up-and-coming creators. “There’s a huge wealth of creative energy in the youth of South Africa and everyone is out to try and make a dent in the landscape. So to be involved in a campaign which not only recognises that but where I also became part of that creative chain was too exciting to pass up” says Sam.

Khuli Chana, Sam Coleman, Sibot

Bringing the project to life was itself a lesson in creative teamwork and cross-pollination. Says Ogilvy South Africa CD Galaletsang Kgoathe, “As we developed the script with Sam and with our incredible clients at KFC it evolved and grew and changed. Sam did a fantastic job elevating it and making it even bigger than we imagined. He’s passionate about the projects he works on.” KFC Africa Chief Marketing officer Grant Macpherson adds, “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 someone who thrives in collaboration. Sam embodies both.”

Screengrabs from ‘Feed your Original’

The Streetwise brand holds a special place in Mzansi youth culture, so Ogilvy South Africa felt it was important the piece remain authentic and grounded despite its scale. “This felt like a little departure for KFC, almost like playing in a space traditionally held by apparel brands like Adidas etc”, says Sam. “If you’re making a campaign about originality then your execution also needs to be original. You have to walk the walk but also in a way that is accessible and inviting.” Sam adds that the transitions between scenes became critical to evoke that sense of endless inspiration. “I wanted one idea to flow into the next, and one artist to be part of what came before, so it was important to me that it didn’t feel like we were cutting between moments. I wanted this feeling of an unbroken chain of creativity where everyone is part of the same fabric and conceptually everything really is feeding into everything else.”

Behind the scenes ‘Feed your Original’

Notable South African creators who appear in the 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. Says Sam, “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.”

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