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Reimagining the standard food ad as a gritty, high-stakes surveillance drama to provoke a national conversation on animal rights and consumption.
The objective was to infiltrate the "chicken wars" noise by turning the fast-food aesthetic against itself.
Using high-production value disguised as raw surveillance footage, we engineered a sense of psychological unease within a familiar commercial setting.
Each scene was executed with a "surveillance" look—distorted colors, high-angle crops, and CCTV overlays—to ground the message in a jarring reality.
This raw, lo-fi texture provided a stark contrast to the typical Super Bowl commercial polish, making the message visceral and impossible to ignore.
Directed by Fons Schiedon, the film used satirical "chicken vs. human" reversals to reignite a mainstream debate through a dose of visual irony.
By strategically disrupting the standard broadcast flow, we successfully turned a 30-second spot into a provocative cultural intervention.
Broadcast to millions, the spot bypassed traditional advertising tropes to deliver a punchy, biting message that resonated nationwide.
The final result is a hybrid of art and activism, proving that raw, unfiltered storytelling can be more impactful than a polished corporate sell.
Client — PETA
Director — Fons Schiedon
Creative Direction — Strutter
Design & Animation — Strutter Team
Production — Strutter
