food platforms

Client:

McDonald's

Art Direction

Year:

ongoing

Team

Marcin Schmidt, Filip Mucha, Jan Cieślak, Julia Dutkiewicz, Agata Leonarska, Mikołaj Hałabuda

Background

During pandemic McDonald’s restaurants in Poland finalized transition from printed menu boards for digital screens and introducing self order touchscreens. That expanded scope of visuals to producing animated key visual and food video: 15 seconds of tabletop, high frame count, beauty shots.

Scope

My bread and butter at agency is acting as art director for food centered campaigns. Releasing about 4 per year we starting with sketching KV and food promo video: 10/15 second clip released mute in restaurant and as video asset/bumper for digital campaign. Then we are briefing creatives(directors, photographers, production and postproduction studios) in process of creating bespoke visuals. If anything the process always is basing in subtlety and chance for granular art direction.

Outcome

We introduced new visuals for whole categories of products, crafting media specific branding with high value video production. Creative challenge was to tell the story in quite laconic, mostly silent medium focused almost too much on subconscious of the viewer.

Angle

With each new product and next iteration of existing one we looked for new ways to utilize technology and storytelling working with variety of directors, food stylist and photographers. With every movie we work on visually satisfying, modern and on brand representation.