Animation production
Oishii Burger & Bites: Chikin Land
A dream-like anime world, "Chikin Land," built to launch KFC’s limited-time Oishii Burger & Bites range, blending stylised fantasy environments with crave-worthy food realism across film, social, and OOH.
The challenge
KFC needed to launch the limited-time Oishii Burger & Bites range with a visually distinctive campaign that could transport audiences into a dreamy, anime-inspired world while still delivering strong crave appeal. The brief called for a dream-like anime world, Chikin Land, where sun, snow and sakura coexist, with the Oiishii range reimagined as an indulgent escape. The hardest part: blending a highly stylised anime fantasy world with realistic, crave-worthy food visuals, across film, social, and OOH formats within a tight production timeline.
650–1200% higher engagement per post vs. account average
Snapshot of the production approach
Our approach
- Brief interpretation moved straight into AI-assisted visual exploration, widening the range of anime-inspired environments and character directions the team could test before locking art direction.
- Once the world of Chikin Land was locked, the team built the burger and bites in full 3D for realism and appetite appeal, then handled shot-by-shot animation, VFX, lighting, and colour grading across the key visual, film, and social assets.
- Close iteration on composition, food textures, sauces, and motion pacing kept the fantasy environment and the food itself feeling like one coherent world instead of two mismatched styles.
Seen in the wild
Chikin Land showed up everywhere fans actually were: elevator doors, in-store standees, and digital menu boards.
Where AI helped
Supported early visual exploration for anime-inspired environments and characters, accelerated background ideation and style testing, and reduced manual environment build time so the team could focus on hero moments.
Where the team took over
Full 3D food build and animation for the burger and bites to ensure realism and appetite appeal; shot-by-shot animation, VFX, lighting, and colour grading across KV, film, and social assets; close iteration on composition, food textures, sauces, and motion pacing.
The result
The hybrid workflow let the team explore a wider range of visual directions within a tight timeline and hit a high polish bar across KV, film, and social on schedule. Across the last 24 posts on KFC Singapore’s Instagram, the Oiishii campaign delivered 650–1200% higher engagement per post, accounting for up to 80% of total likes from just 8% of total content posted.
Social proof
1,003
Likes
56
Comments
42
Shares
1,483
Saves
Numbers from a single Instagram post in the campaign.
Client response
"KFC's own GM personally sent his appreciation for this one. AI was one tool in the process. People led every step, from direction to character design to every revision."The client
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