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 the question “Is it a bucket, or is it 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, while only available in Russia, made headlines in media around the world including Paper, Highsnobiety and Hypebeast.

The hat even featured in RSAC’s NBA music video which currently has around 75 million views.

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