The Colonel was famous for being obsessed with perfecting his secret blend of 11 herbs and spices to make the world’s best tasting chicken. As part of a bold new campaign, KFC introduced a more serious, obsessive side of Colonel Sanders in a 75-second spot starring chef Matty Matheson. But instead of just telling people about KFC’s attention to detail, we made them experience it. 

We created an Alternate Reality Game of 11 interactive codes hidden inside the "Obsession" commercial itself, turning the ad into a nationwide puzzle hunt. The game lit up the online ARG collective, where solvers traded theories, decoded secrets, and helped each other get closer to the prize. The 11 fans who were first to crack the code won 11 months of free KFC, proving that obsession, just like the Colonel’s, always pays off.

Role: Creative Director / Art Director