Lee Kum Kee
Heat, texture, crunch.
Brand
Lee Kum Kee
Scope
Campaign · Motion
Services
Production
Art direction · Stills · Motion
Overview
A concept campaign for Lee Kum Kee’s Chiu Chow style chili crisp oil, focused on the ingredients, the texture of the oil and the moments it is shared.
Process
01The idea
Chili crisp is about texture as much as heat. The concept shows what goes into the jar — dried chillies, garlic, peanuts — and how it is enjoyed, from a spoonful on a plate to a picnic basket.
02Our approach
Top-down flat lays on cool grey let the red of the jar dominate; warmer sets bring in serving moments. The motion piece drops chillies and garlic through the frame before revealing the jar on a dark stage.
Motion
1 piece · vertical & social
01 — Ingredient fall to jar reveal
Deliverables
- 01Ingredient flat lays
- 02Serving and lifestyle imagery
- 03Vertical motion: ingredient fall
Concept campaigns are self-initiated creative explorations. They were not commissioned or endorsed by the brands shown, and all trademarks belong to their owners.
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