“It’s spooky season and we’re all large horror followers,” says McKay Hathaway, VMLY&R Group Inventive Director. “So, we thought it could be enjoyable to parody traditional horror movies. However as scary as these might be, nothing offers us nightmares like chilly and soggy fries. I’d take an undead demon over a tragic, damp potato slice, any day.”

ArtClass left no stone unturned in making a retro mise-en-scène of equal components comedy and traditional horror. Introduced with the idea and a collection of movies to parody, Peone and  VMLY&R dove deep into the traditional moments, tropes, and filmmaking methods related to the horror style, exploring varied mashups of the movies and, extra importantly, tips on how to reimagine them with chilly, soggy fries forged because the villain. 

“The important thing with these spots was making a discernible distinction between spoof and parody — and to make these parodies particular, clear, and sincere,” explains Peone. With spoofs, it’s straightforward to get caught up in making an attempt to be humorous. So, we shot these spots to be as genuine to the movies we had been parodying, and heightened the suspense for the massive reveal – that there’s nothing scarier than chilly and soggy fries.” 

DP Jeremy Osbern established the feel and appear of each spots utilizing softening filters to bend the sunshine and mimic the texture of previous movie cameras typical of traditional horror flicks. 

From Farrah Fawcett-style wigs to gutted analog TVs to creepy previous lodges within the forest, artwork path was additionally instrumental to the retro-fied manufacturing, whereas tapping into each the worry issue and campiness of beloved horror movies. 

Every spot opens with a period-style pre-roll harking back to an old-school night time on the drive-in motion pictures: “A Wendy’s Manufacturing” is carved right into a jack-o’-lantern for one; an RKO-inspired graphic introduces the opposite. 

Along with the live-action, ArtClass post-produced the spots in-house by way of its newly acquired Midwest manufacturing and submit facility in Kansas Metropolis. 

“This was a ​​dream challenge,” concludes Peone. “Not solely was it a uncommon alternative to mix my background as a pupil of horror filmmaking and the comedy work I did earlier in my profession at School Humor, but additionally an ideal alternative for ArtClass to showcase its capabilities as an end-to-end content material creation store for our company companions. The group at VMLY&R had been so trusting, dialed in, and able to chortle and make one thing enjoyable from the phrase ‘go.’ I hope the viewers chortle as a lot as we did making it.” 


Spot Titles: “Fryface,” “Soggyfreist,” and “Assault of the Soggy Fries!”

Shopper: Wendy’s

Company: VMLY&R


Manufacturing Firm: ArtClass

Director: Vincent Peone

DP: Jeremy Osbern

Cease Movement DP: Stuart Bury

Managing Accomplice: Geno Imbriale

Managing Director, Stay: Rebecca Niles

Managing Director, Put up: Corwin Carroll

Head of Manufacturing: Sparkle Jones

Senior Producer: Johnny Eastlund

Manufacturing Coordinator: Kat Garelli, Tatianna Rodriguez

Artwork Director: Corey Goering

Manufacturing Designer: Anastasia Rendina

Sound Mixer: Danny Bowersox


Editorial, Put up & Animation Firm: ArtClass

Editor: James Lee (“Fryface”), Camille Getz (“Soggyfreist” and “Assault of the Soggy Fries!”)

Assistant Editor: Sara Baum

Put up Producer: Savannah Cannistraro

Assistant Put up Producer: Hannah Squeglia

Animation: Tyler Keith

VFX: Matthew Steidl

Colorist: Taylre Jones

Sound Mixer: Julian Bickford


About VMLY&R

VMLY&R is a worldwide model and buyer expertise company that harnesses creativity, know-how, and tradition to create related manufacturers. Named a Chief within the Gartner Magic Quadrant for World Advertising and marketing Businesses for 5 consecutive years, VMLY&R is made up of greater than 12,000 staff worldwide with principal places of work in Kansas Metropolis, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. The company is behind award-winning campaigns for blue chip consumer companions together with Colgate-Palmolive, Danone, Dell, Ford, Intel, New Steadiness, Pfizer and Wendy’s. For extra info, go to www.vmlyr.com. VMLY&R is a WPP firm (NYSE: WPP).

About ArtClass:

ArtClass is a next-gen manufacturing firm specializing in conventional commercials, shorts, and branded content material. Its group of internet-born creators and heavy-hitting producers means it might effortlessly shift between large-scale shoots and jobs that require extra nimble manufacturing approaches — all with artistry on the forefront. Current purchasers embrace AT&T, Amazon, ESPN, Kellogg’s, MLB, Netflix, P&G, and State Farm.