McDonald’s has produced a multitude of campaigns over the years and almost all of them revolve around the similar subjects of children and families. Now, unlike the previous campaigns, this fast-food giant has attempted to aim for the heartstrings and emotional proportionalities of their customers. This campaign was made to attract a different demographic, with this realistic, cinematic commercial that seems more like a rock-ribbed hip-hop video than a restaurant commercial.
Bob Ackerman, the Colonie editor, and Joe Pytka, a well-known director, recently teamed up to produce a dramatic spot for McDonald’s, for Burrell Communications, named, ‘Good Things’ that tells the story of a bunch of African-American teens hanging out on shady inner city streets, cut to mournful song, ‘Inner City Blues’ of Marvin Gaye. At first glance it looks like they might have some dubious plans for the evening – But, the story arc soon divulges the group to be a power of optimism, hope and the mutual spirit at their community heart.
Burrell Communications tapped the whole range of The Colonie’s editorial, VFX and finishing services for the ad, allowing their team to provide the sort of efficient, seamless workflow required for a quick turnaround. The head of the Colonie’s VFX department, Tom Dernulc, created an array of visual elements that were essential to beefing up some of the main points in the story. There were no in-between shots of the final mural since it was being painted, so Tom Dernulc added on the video, ‘filling in’ the graphics on some shots, and recreating the skyline, and so the mural could be revealed in various phases of completion to produce a more impactful final reveal.