Branded
Entertainment
Back in 2017–2018, McCann Bucharest went all in on branded entertainment, with Coca-Cola and KFC leading the charge.
SEEN was born from a regional Coca-Cola pitch, one we won, and became one of the first narrative vertical series, long before vertical shorts were even a thing. It rolled out across more than 20 European countries, built specifically for the way people were already holding their phones.
Shortly after, SOCIAL ME launched as a limited series, opening the door to what eventually became the KFC Cinematic Universe (yes, that’s real - and it kept expanding).
Those two projects are where I caught the filmmaking bug. That’s when visual storytelling stopped being just part of the job and became something I wanted to pursue for real.
SEEN
SEEN is a narrative vertical series born from a perfectly timed personal experience: being ghosted while pitching show ideas, so I turned that feeling into one.
The series captures the universal anxiety of being left on “seen”, especially during high stakes moments.
Episode 1
Episode 2
Episode 3
Episode 4
SOCIAL ME
SOCIAL ME is an online series built as a caricature of teens’ obsession with social media validation. Its main character embodied the chronically online generation at full volume, staging perfect moments, scripting captions and chasing the dopamine rush of every new like.
At the time, KFC Romania’s brand platform was “Be Real,” centered on authenticity and honesty. The series leaned into that tension, contrasting the pressure to perform online with the brand’s call to drop the act.
Episode 1 Episode 3
Episode 2 Episode 4