I made this video into less vibrant – green style, which make the food looks like poisoned and a bit similar to roberty – industrial vibe. What’s the point of it? Why is it related to the audio branding? What am I wanna talking about in that way? Why did I add the monkey at beginning?

A key design element in the video is its desaturated green-toned color palette, which evokes a sterile, almost toxic or artificial atmosphere. This visual treatment was deliberately chosen to distort the typical sensory appeal found in food advertising. Instead of using high-saturation imagery that emphasizes freshness, abundance, and desire—hallmarks of corporate food visuals—this video subverts that expectation by making the food appear unappetizing, processed, and even dangerous.

Opening with the Monkey (Metaphor)
The video opens with a shot of a monkey—a symbolic gesture that can be interpreted as a metaphor for human imitation, absurdity. This sets a tone of critical distance and playfulness. The monkey becomes a subtle reference to the way global systems observe, mimic, and often exploit local cultures while remaining detached.

I want to convey this perspective. We observe the monkeys who are living in the wild as if they were animals in a zoo, but no one knows who the monkeys are actually.

Visual Aesthetic & Editing Analysis

• Poisoned Consumption:
  By draining warmth from the colour of the food, the visuals symbolically suggest that what’s being consumed isn’t nourishment, but something toxic—culturally, economically, and physically. It critiques the industrial food system promoted by global brands like KFC, where food is detached from its cultural and nutritional roots and repackaged as a commercial product.
• Robo-Industrial Aesthetic:
  The greenish, metallic tone echoes the colour schemes of factory interiors, fluorescent lighting, and industrial surveillance footage. This gives the video a robotic, systematised, dehumanised feeling, aligning with the mechanised soundscape of KFC’s audio branding. The editing rhythm also enhances this: tight cuts, repetitive visual cycles, and alignment with branded jingles suggest an automated process that lacks the human, communal, and sensory richness of traditional food practices.
• Visual-Audio Dissonance:
  This stylistic choice amplifies the contrast between the visual and sonic elements. KFC’s upbeat, clean, and polished audio branding is made to feel hollow or even eerie when placed over these muted, “contaminated” images. Instead of reinforcing appetite or comfort, the branded sounds become ironic—disconnected from the grim visual tone, exposing the artificial optimism baked into audio branding strategies.
• Critique of Global Branding Logic:
  The video, through its colour grade, rejects the polished global branding logic that aims to create uniformity across cultures. Fast food chains like KFC rely heavily on both visual and audio branding to build environments that feel the same in New York, London, or Arusha. By intentionally disrupting this visual harmony and creating a surreal, almost sickly tone, your video resists the illusion of comfort and sameness. It emphasises the unnaturalness of this global aesthetic, especially when it’s forcibly applied to contexts like Tanzania.
• Media Poison as Conceptual Strategy:
  There’s also an underlying commentary on the psychological and cultural effects of media saturation. The green hue becomes a metaphor for the contamination of perception—how repetitive corporate imagery and sound branding can dull critical awareness and aesthetic diversity, replacing local expressions with homogenised, branded experience.

About Audio Branding?

The visual approach, which is desaturated and “poisoned,” is directly linked to the fundamental criticism of audio branding as a means of sensory manipulation. While sound in advertising usually serves to amplify pleasure, trust, and desirability, this project uncovers the disjunction between sound and meaning—illustrating how a cheerful jingle can obscure damaging truths.

I reinterpret the meaning of the audio: the KFC jingle now feels mechanical and ironic rather than comforting.

I reveal how sound can be turned into a weapon — utilised to mitigate or obliterate harsh realities regarding labor, inequality, or cultural degradation. My proposition is that audio branding serves not only as an aesthetic element but also as a means of ideological control. It functions alongside visual branding to produce a misleading sensory coherence.