To celebrate the iconic KFC bucket, we teamed up with St.Petersburg-based streetwear brand Mam Cupy to design the KFC Bucket Hat, a statement piece that turned the fashion world (and KFC logo) upside down.

To launch the hat, we created a promo video asking a question “Is it a bucket? Or a hat?”, as well as a look book with skate photographer and filmmaker Arthur Couvat.

We made the production in-house and shot the film and stills in Amsterdam.

The bucket hat, which fans could purchase on Mam Cupy’s website, sold out shortly after launch and made headlines in media around the world including Paper, Highsnobiety and Hypebeast.

We also collaborated with RSAC band and featured the Bucket Hat in their music video “NBA” which currently has around 82 million views.

I worked on this project as a Copywriter at Wieden+Kennedy Amsterdam with Mariano García Cruz as an Art Director and Cal Al-Jorani & Thierry Albert as Creative Directors.