Chuck Studios and Good People Form Formidable MENA Partnership

Global food-specialist creative production company Chuck Studios has announced a strategic partnership with renowned MENA regional production house Good People to amplify and unlock possibilities for international and local brands across the region, starting with KFC.

Although unique in their specific crafts, the two companies complement each other’s skills and expertise, while sharing very similar DNA. Good People, founded by superstar director Ali Ali delivers best in class cinematic experiences for brands like Heineken, Coca-Cola and Lavazza. In a similar vein, Chuck Studios supports global food and drinks brands by making food look not only delicious and spectacular, but also distinctive and consistent. Both value quality over anything else.

Olaf van Gerwen, Chuck Studios’ co-founder and global creative director says, 'Finding like-minded partners that share the same values and vision is rare. Good People excels at crafting stories that captivate audiences, while we excel at showcasing the tantalising world of food and drinks. The shared passion for the best quality of stories and images is what makes our partnership so remarkable.'

When asked about the partnership, Khaled Zaki, Good People CEO says, 'For a region so proud of its food, we’re quite underdeveloped in that space. Chuck Studios doing their magic on our Shawarmas was a no brainer. And it only takes a few minutes to realise that Chuck Studios is full of really, really… Good People.'

Continues Van Gerwen, ‘The industry of food and table top filmmaking in MENA is underdeveloped with eating culture growing fast in the region. A country like Saudi Arabia is developing at an amazing pace. We’re looking to elevate the level and unlock possibilities for international and local brands to unleash the power of taste appeal with our new regional partners.’

The basis for the partnership between the companies began through a unique collaboration on a new regional campaign for KFC MENA. Director and Good People co-founder Maged Nassar was commissioned to write and direct a music video-esque launch film with the goal to drastically alter the brand’s image in the region. Chuck Studios was then commissioned to do the equivalent in food.

The challenge was to shoot the live-action scenes in the Middle East while capturing the tabletop shots in Amsterdam. To overcome this, Van Gerwen travelled to Cairo to gather essential information, including lighting, lenses, technical specs and set details, enabling the seamless continuation of shooting in Amsterdam.

Back at Chuck Studios, Natascha Brandt took the helm as director, translating the campaign's DNA into sensational and refreshing shots that glorify the delectable chicken, enticing beverages, and the artistry behind creating visually stunning content that truly enhances the KFC brand experience. 

Speaking about the new partnership, Ahmed Arafa, marketing director KFC at Yum! Brands added, ‘We’re very excited that KFC brought Chuck Studios and Good People together. Both companies are at the top of their respective games and they proved it in our brand new regional Originals campaign. We look forward to further collaboration with them.’

The strategic partnership between Chuck Studios and Good People marks a significant milestone for both companies, paving the way for collaborative endeavours that push boundaries, captivate consumers, and elevate the standards of food and beverage storytelling across the MENA region and beyond.