Simba x KFC — Roaring with Flavor
A multi-format 3DOOH campaign created for the launch of Simba chips with KFC-inspired flavor, adapted for four large LED screen formats and a mass-market rollout across South Africa.
A product launch campaign built for virality, product clarity and screen impact.
Simba launched a new product — chips with Roaring with Flavor seasoning inspired by the KFC recipe — and needed an OOH campaign concept strong enough to generate attention and excitement at scale.
The objective was to create a memorable story, explain and showcase the product, and deliver a clear WOW effect across different LED placements in South Africa.
One story had to work across multiple screen formats and still feel coherent.
The campaign had to be adapted to four different large LED screen formats in separate locations, plus one additional version for 40 mass-market outdoor LED screens.
The core creative challenge was to build a narrative around the character Mr Mpho Popps infiltrating a secure vault containing the new KFC recipe — and turn that story into an engaging 3DOOH experience.
The final animation had to preserve the sense of anamorphic depth, product visibility and visual clarity while scaling across multiple display conditions in a busy public environment.
A branded heist story powered by character design, spatial progression and product fly-outs.
The concept centered on Mr Mpho Popps — a custom character who must pass through a sequence of security rooms to reach the final vault containing the new KFC recipe.
The key wow moments came from the character’s journey through multiple secure spaces, paired with anamorphic fly-out effects featuring the chips and hero product pack.
Supporting visuals
Final frames, stylized environments, production notes and optional behind-the-scenes materials.
A scalable 3DOOH campaign system built around one core story.
- 4 videos adapted for 4 different LED screen formats
- 1 additional version for 40 mass-market LED screens
- 3DOOH content with anamorphic fly-out effects
- Custom 3D chip model based on a real chip scan
- Environment design inspired by the product packaging
- Concept development
- Storyboard
- Animatic
- 3D production and animation
- 2D character creation and integration
- Compositing, final render and delivery
A structured pipeline for a large-scale multi-screen rollout.
Idea
The campaign story was built around the product launch and character-driven narrative.
Storyboard
Composition, sequence and WOW moments were mapped early.
Animatic
Timing and screen logic were validated before full production.
Production
3D scenes, character integration, chips scan and simulation work were executed.
Compositing
Elements were refined and adapted to preserve readability and impact.
Final render
Outputs were prepared for the full LED rollout across multiple placements.
The challenge was not one screen — it was making one story perform across many.
A key technical task was translating one narrative into a large set of different LED display formats without breaking the coherence of the visual story.
The campaign also required a stylized 2D character — Mr Mpho Popps — whose clothing was adapted to the Simba brand and integrated into a fully 3D environment.
Another major component was the design of multiple 3D rooms, each with its own wow moment and object fly-out effect.
To reinforce realism and product quality, the team created a custom 3D chips model by scanning a real chip from the pack, then used that as the basis for anamorphic product animation.
Large-scale rollout, multi-disciplinary team, tightly managed revisions.
- 3D animators
- Motion designers
- Producer
- Supervisor
- 2D artist
- Sound designer
The production went through seven rounds of revisions, focused on the character, room design, light on the pack, separate design elements, and the look of the stylized hand element.
“Awesome thank you so much. This has been a great campaign to work on for us and I really thank you for your hard work and beautiful creativity in this.”
Approved, launched and executed at campaign scale.
The campaign was approved, launched and rolled out successfully as part of the product release.
The content ran across four large LED screens and a broader network of 40 mass-market screens in South Africa, extending the campaign well beyond a single placement.
The client considered the project a success not only because the idea was fully realized, but also because of the speed and production readiness required for such a large-scale launch.
Need 3DOOH content tailored for complex LED screen formats?
If the campaign has to work across multiple screen types, preserve a strong wow effect and still stay readable at scale, we can scope the right production logic.
