CHICKEN HOTFIRE

A sandwich reimagined as blasphemy.

Lorem Ipsum — Arash Giani, Chicken Hotfire Campaign Series, 2025. Digital composition and art direction.

PRELUDE — THE CRAVING

They told us to count calories. To eat clean. To worship greens and measure guilt. We decided to do the opposite — to make a sandwich so sinful it could baptize you in grease. Chicken Hotfire wasn’t built for balance. It was built for surrender.

ACT I — THE TEMPTATION

We treated indulgence like religion. Each sandwich photographed like a sacred offering — dripping, unholy, divine. The visuals weren’t designed to look appetizing. They were meant to feel inevitable. Typography screamed commandments: DEVOUR. SACRIFICE. SPILL. A trilogy of hunger, worship, and aftermath.

ACT II — THE CULTURE

This wasn’t food photography — it was provocation. In a market obsessed with oat milk, macros, and virtue signaling, we made a campaign that said fuck moderation. The colours were hellfire red. The textures biblical. Each ad dared the audience to admit it: purity is boring.

ACT III — THE AFTERTASTE

People didn’t just look — they felt dirty for wanting it. Engagement spiked, nutritionists cried, vegans reported the ad. Success. Chicken Hotfire became more than a burger. It became a rebellion wrapped in sesame. And when the world said “eat better,” we said “DEVOUR.”

Credits: Concept, art direction, photography, and copy by Arash Giani.

CATALOGUE NO. 005 / SIGNA ARCHIVE / CHICKEN HOTFIRE SERIES / 2025