MCDONALD'S

Glue, sweat and paper

Art direction / Film direction / Stop motion / Prop design

 

The key objective was to address sensitive subjects - such as food safety and quality - in a fun and taboo-breaking tone. The films were mainly developed for McDonald’s Portugal Facebook and Instagram pages, but have also been featured on Spotify and Youtube through paid media.

 

Targeted at a young audience, each edit was given a tactile atmosphere and an easy-going, playful tone through a combination of colorful bespoke paper props and stop motion. It was a laborious process which was both fun and nerve-wrecking, due to the sheer amount of films.

 

To date, the videos have over 2.4M views and 11k likes across Facebook, Instagram and Youtube. The project got the 2016 Best Craft Animation Award by Clube Criativos de Portugal.

Random compilation of sketches made during our brainstorm sessions

Most decisions regarding color, composition, storytelling and direction were made during the storyboarding phase

Projecting the props often involved a lot of weird maths and geometry — featured above, a few truncated cones, which were particularly prickly

(Yes, we did use a paper cutter.)

Color study

The props for the first shoot — less than a third of the amount we ended up building

Animatics — produced to preview and fine-tune the overall edit and motion

Some funky rigs, made of VHS tapes, foam board, wire and tape

DIRECTION, ART DIRECTION, ANIMATION, PROP DESIGN AND PRODUCTION, POST-PRODUCTION Raquete Studio VIDEO CONCEPTS Raquete Studio, Homembala DIRECTION OF PHOTOGRAPHY Mário Soares MOTION GRAPHICS Homem Bala, Raquete Studio MUSIC AND SOUND DESIGN Ergonoise PRODUCTION Homembala, Raquete Studio PROP PRODUCTION ASSISTANTS Carolina Silva, Daniela da Silva

 

CLIENT McDonald's Portugal AGENCY FullSix Portugal CREATIVE DIRECTION Francisco Chatimsky, Mafalda Quintela COPY Alberto Vieira, Filipe Morna, João Santos ACCOUNT MANAGER Madalena Santa Marta AGENCY PRODUCER João Abreu