CHICKEN HOTFIRE

A burger reimagined as blasphemy.

Saint Sinner chocolate campaign hero image
Arash Giani, Chicken Hotfire Campaign Poster, 2025. Digital composition and art direction.
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