Church's Texas Chicken - Dry Rub is Back

Dry rub is back.

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Sector

Commercial

Client

Church's Texas Chicken

Service

VFX Supervision / VFX / Compositing

Year

2025

BRINGING THE FLAVOR BACK

Church’s Texas Chicken approached us with one goal: to bring back their fan-favorite dry rub in a way that felt big, bold, and unforgettable. As one of the original fried chicken chains in the U.S., they wanted something that stayed true to their southern roots but wasn’t afraid to have fun with it.

We ran with that energy and created a fast, punchy, and playful spot that shows what it might feel like for a longtime fan to hear the dry rub is finally back. Using VFX, we pushed the visuals to be just as over-the-top as the flavor with dramatic reactions, bold moments, and a touch of humor throughout.

Of course, we made sure the food looked incredible. Every shot was carefully styled to make the dry rub—and everything else on the menu—look as good as it tastes.

ON SET & IN POST

I traveled to Austin, Texas, to serve as the on-set VFX supervisor for the shoot while also contributing directly as a VFX artist. Smoke simulations were created in EmberGen and imported into Cinema4D, where I rendered the destruction elements, including the smoke and ceiling debris, using Redshift. Final compositing and plate cleanup were completed in After Effects, combining the CG elements with the live-action footage. This project was a great way for me to sharpen my skills as a VFX supervisor and artist by being directly involved in every step of the process.