When the chips are down

Production company ArtClass and agency VMLY&R have launched the HalloWeendy’s trilogy to promote the fast food giant’s Guaranteed Hot-and-Crispy Fries.

Drawing on classic horror films, director Vincent Peone exploited classic moments, tropes, and filmmaking techniques associated with the genre – re-casting the villains and beasties as limp chips.

DP Jeremy Osbern established the look and feel of the three spots – Fryface, Soggyfreist and Attack of the Soggy Fries – using softening filters to bend the light and mimic the feel of old film cameras typical of classic horror flicks. 

From Farrah Fawcett-style wigs to gutted analogue TVs, to creepy old lodges in the forest, art direction was also instrumental to the retro-fied production, while tapping into both the fear factor and campiness of beloved horror films. 

“The key with these spots was creating a discernible difference between spoof and parody – and to make those parodies specific, clean, and honest,” explains Peone. 

“With spoofs, it’s easy to get caught up in trying to be funny," he goes on, "so, we shot these spots to be as authentic to the films we parodied, and heightened the suspense for the big reveal – that there is nothing scarier than cold and soggy fries.”