McDonald's
THE MARTINI SHOT PRESENTS
DIRECTOR'S TREATMENT
by Mark Emberton
by Mark Emberton
CREATIVE APPROACH
This campaign spot will be based around a metaphor of beautiful visuals highlighting the authenticity and individuality of 'McDonald's' in Ukraine.
Our story will tell of a journey steeped in tradition and discovery as we build our story ingredient by ingredient – choreographing the pace and momentum of the images to unique Ukrainian instruments and sounds. Meanwhile, we will punctuate our mesmerizing food visuals and the percussion of Ukrainian musical instruments with iconic imagery of beautiful people in national costumes playing different melodies on their individual instruments. The whole key to selling the authenticity of this story - is that our individual ingredients build with each specific instrument – slowly developing an underlying melody as our narrative progresses on screen. These gorgeous visuals will help drive product awareness, whilst driving 'taste-appeal'. However, our sound design and national costume elements will really help promote the passion, artistry and heritage of this iconic brand within the Ukraine. Ultimately, this commercial will showcase the excellence of this premium product in the marketplace, in an explosion of beautiful graphic imagery, delicious and sumptuous high-speed food cinematography and driven by some unique powerful audio design. Whilst this story is basically a narrative of stunning food imagery driven by iconic Ukrainian musicality - we will also endeavor to inject a little fun and warmth into our final edit. Ultimately, we need to create some humanity to drive viewer empathy with the product and brand. Therefore in our finished commercials, we are selling a national cultural heritage as much as a product and we must be careful to address this in a unique, fun but respectful way. |
VISUAL STYLE
Key to this particular project is the unique audio design and mesmerizing visual style.
I personally love anything that embraces the energy and disruption within the visual process – keeping the viewer engaged with the story. However, the spot referenced below for 'Lurpak' has a simplistic, but unique interplay between more traditional audio and visuals. However, the momentum and drive created within this story is a great starting point for our adventure – especially in terms of a musical beat driving the visuals -
Meanwhile, if we can interject our beautiful authentic Ukrainian lifestyle visuals into something similar to this macro exploration of the product – then we can provide perfect visual moments of 'taste-appeal' for our viewers. I shot a series of spots like this at the end of last year and whilst not cut to the pace and tempo that our audio design requires, it is a good example of where we need to be for the design and implementation of our product sequences –
Visuals like this can easily be edited and crafted to match the energy and unique composition of our own audio.
For all our spots we will craft and choreograph our edit to speed up or slow down the overall pace of the visuals and the edit – helping create interest and excitement in our story - concentrating on the drama of cinematography and injecting energy and tempo into our gorgeous live action and food visuals to compliment our underlying narrative adventure.
For all our spots we will craft and choreograph our edit to speed up or slow down the overall pace of the visuals and the edit – helping create interest and excitement in our story - concentrating on the drama of cinematography and injecting energy and tempo into our gorgeous live action and food visuals to compliment our underlying narrative adventure.
The Narrative – 30"
Our story is a wonderful playful interplay between beautiful live action visuals of traditional Ukrainian musicians and gorgeous macro food photography – delivered in a fun and energetic edit.
This McDonald's spot has the perfect marriage of energy – food and lifestyle - and is another good reference point for what we aim to achieve.
This McDonald's spot has the perfect marriage of energy – food and lifestyle - and is another good reference point for what we aim to achieve.
- We open on a luscious and succulent golden rye bun – rising and baking on a hotplate in the oven. The camera moves round seeing the bun slowly change color and grow. The camera now punches in on our frame – seeing the texture of the rich texture of the bun and small wisps of steam coming from top. These initial images are punctuated by the sound of a simple pan flute. (Duration – 3 sec total).
- The previous image slides to the left of frame (allowing for a split screen) – as we see a macro close-up of beautiful long fingers on our pan flute. His image moves in from the right hand side of frame and fills half the frame. We see and hear the tempo of the music increase. (Duration – 1.5 sec total).
- We now have a short beautiful punctuated montage of our female happily playing her pan flute. The camera instantly cuts slightly wider to a mid shot - catching her head movements and enjoying the simple playfulness of this lighthearted rhythm. This image slides in from the left of frame replacing the close-up shot of the bun – in time to the underlying musical beat. (Duration – 1.5 sec total).
- Now the camera cuts wider again as we begin to see our hero – now full frame - and start to see that she is in a stunning rich yellow rye field, which stretches out on the horizon behind her. Again we appreciate the simple enjoyment and merriment of her playing (Duration – 1.5 sec total).
- Finally, we cut to a gorgeous panoramic wide of this amazing scene – seeing the sweeping field of yellow rolling across the landscape before us – with our talent smaller in screen but playing her flute with the same passion and tempo. Early morning sunlight raking across the field from behind our musician - this is a perfect breath-taking moment of Ukrainian natural beauty. (Duration – 1.5 sec total). * We may potentially loose a mid shot here if needed.
- Once again the energy changes with the tempo of the music as we introduce a series of splits screens and fast cuts focused on our luscious green lettuce. Initially we see direct overhead POV of a time-lapse shot of lettuce growing in the dirt – a wonderful fun organic visual reference.
- As this time-lapse image quickly moves to the right of frame we see a luscious green lettuce fall through frame in slow motion filling the left of frame. As this lettuce hits our surface we see beautiful droplets of fresh water bounce slowly from the leaves in time to the underlying rhythm (again we could frame-ramp and boomerang the action to fit an underlying beat).
- Instantly, we replace the time-lapse lettuce image as on the right of frame we see two gorgeous lettuce leaves crash together in slow motion (like cymbals). Once again we see the crash in time to the music and see the gorgeous fresh droplets of water fly of our leaves and through frame (capturing the light as they fall).
- Now from the left of frame in almost a very quirky slightly stop frame animation style, we see our luscious lettuce from a side POV and watch as we see the layers revealed as the lettuce is shredded to camera in quick energetic cuts – never seeing the knife only the wonderful texture of the layers of greenery within. This will provide us with a fast paced, beautiful playful dancing section of greenery that works with the energy of our cymbals. (Duration of this montage – 3 sec total).
- Our camera now cuts to a macro close-up of the cymbals. We see a camera POV - close along our strings, as our hero's fingers vigorously pluck the instrument. The vibrations of the string running towards camera frantically working in symmetry to an underlying beat.
- As before we immediately cut to a mid shot of our handsome talent – busily playing his music. Now we begin to see the textures of the lush greenery and cascading waterfall behind him. Bright sunlight fills the scene and our musician nods his head with enjoyment.
- Finally, for this sequence we cut to a wider sweeping vista with our talent center frame but surrounded by a wonderful green forest environment and to the left of him our stunning bubbling waterfall, as bright warm sunlight peeps through the trees. This will be another iconic and amazing vision of national Ukrainian beauty and tranquility. (Duration of this montage – 3 sec total).
- Now we cut to a gorgeous macro close-up of the top of our burger and lettuce – fresh and mouth-watering and filling the bottom of frame. We see a gorgeous flow of rich horse-radish sauce drizzled from the top of frame, poured elegantly but naturally over the lettuce. Again if we wanted to give this image a little energy and urban appeal we could easily and quickly boomerang this action in time with our music. *Footnote – if we use this sequence to show our 'horseradish' my feeling is that it needs to come later in our overall story. (Duration of this montage – 2 sec total).
- Our screen now cuts into four sections – with macro shots of pickles and tomatoes in opposing parts of our screen but shot from different but complementary camera angles. On the top left of frame and in slow motion we see our sumptuous rich red tomato fall through frame from a tabletop POV – as it hits the surface it breaks into six beautiful slices as fresh water droplets bounce of the surface at the same moment – glistening in the backlight. Visually we repeat this action but shot from an alternative camera POV (perhaps directly overhead) – but these visuals should work together in perfect synergy – our alternative POV filling bottom right portion of screen. The remaining frames can be filled with similar high-speed macro visuals but designed to show off our pickles. Again we can finesse any action once we have seen how the ingredients react on the cook-up and frame-ramp of beautiful food photography to an underlying beat of the music. (Duration of this montage – 2 sec total).
- Now we see a wonderful close-up of our mouth-watering burger as it flipped on a hot plate by a metal spatula in slow motion – hitting the top of the hot plate and begins to sizzle in front of camera. Perhaps our spatula taps on the griddle behind in time to the beat of our bass – delivering fun light-heated moment of humanity. See previous McDonald's spots for Moscow. (Duration of this montage – 2 sec total).
- As our previous burger image moves across in frame it introduces a close-up of a man's hands strumming the kozobass – energetically running his fingers along the strings to the rhythm.
- Once again our close of the kozobass strings and hands slide out of frame and are replaced by a stunning dramatic wide vista – as we see our stylish young musician playing in an amazing rocky canyon scene. We have a moment to appreciate his finesse and enthusiasm for this amazing environment and his skill. (Duration of this montage – 2 sec total).
- Now we cut to a macro-close of our chicken cutlet snapped in half to the beat of our instruments – but still showing the rich golden coating of the product and fresh strips of white meat within. (Duration of this montage – 2 sec total).
- Finally, we cut to a head shot of our male customer having taken his first mouthwatering bite of our 'Burger' and see that first tasty moment of bliss as the succulent flavors hit his taste buds – fresh sauce oozing from the sides of the burger as he gently squeezes the bun in his hand. This is the ultimate moment of consumer 'taste-appeal' and we should make sure we have time in our edit to savor this visual - perhaps beginning to slow the tempo and rhythm accordingly. (Duration of this montage – 2.5 sec total).
- Packshot – here we see both succulent burgers close to camera and presented heroically in frame (although slightly side-on to camera at this point). Immediately, the camera travels backwards as our burgers rotate dramatically in frame – now almost side by side but still as delicious and iconic. Obviously we need to repeat this action with accompanying side salad recipes. (Duration of this montage – 2.5 sec total).
- McDonald's Logo for our end frame – accompanied by the jingle (possibly played on the flute). (Duration of this montage – 1.5 sec total).
We will need to allow for cut down versions and social media orientated framings for this spot and at the moment the durations allowed for sequences are only a rough guide or approximation as we may need to changes these timings eventually in accordance with the musical composition. I have kept our food scenes realistic, natural and organic in order to create maximum consumer appeal and empathy.
Finally, to give this commercial the energy and momentum required we will probably end up shooting more material in order to drive our edit and inject the pace and momentum to the final on screen narrative. However, the pace of the spot will be set by stylish split screen a edit sequences to add energy and give this spot a more urban and fun appeal.
Technical
We will shoot the main bulk of the commercial high speed on the Phantom Flex in order to capture our beautiful key food visuals at 200fps – 1000 fps. This will enable us to capture key visual moments in stunning super slow motion but also frame cut our action accordingly to help build drama and momentum in the edit when choreographed to our unique audio. Primarily, we will shoot these sequences on a set of macro lenses – which will us to create intimacy with our food imagery and throw backgrounds slightly into soft focus – creating a depth and texture and keeping attention firmly on the product and action. Our food shots and action will be designed and choreographed – in essence we are capturing beautiful moments of mouth watering 'taste appeal' and on screen brand recognition, to help drive a simple but engaging graphic narrative, whilst working with the 'live action'.
Meanwhile, our live action can be shot on location on an Arri Mini with a good set of Cooke prime lenses – which will add a softer tone to our visuals and skin tones. Our stunning locations will provide a perfect backdrop for our national costumes and instruments and a perfect juxtaposition to our iconic food imagery. Again, in essence, we will be providing simple explorations around both the talent and their relative instruments on camera – we will be able to craft these shots further once we had seen the geography of our specific locations.
We will allow for camera movement around both subject matters – food and 'live-action' - but we can discuss specifics closer to the shoot itself and when we establish our locations. However, everything will be choreographed prior to the shoot so that food imagery and our 'live-action' lifestyle elements work in perfect synergy with our audio design.
Finally, we will allow for framings and composition required for specific social media client requirements and allocate for these when shooting.
Meanwhile, our live action can be shot on location on an Arri Mini with a good set of Cooke prime lenses – which will add a softer tone to our visuals and skin tones. Our stunning locations will provide a perfect backdrop for our national costumes and instruments and a perfect juxtaposition to our iconic food imagery. Again, in essence, we will be providing simple explorations around both the talent and their relative instruments on camera – we will be able to craft these shots further once we had seen the geography of our specific locations.
We will allow for camera movement around both subject matters – food and 'live-action' - but we can discuss specifics closer to the shoot itself and when we establish our locations. However, everything will be choreographed prior to the shoot so that food imagery and our 'live-action' lifestyle elements work in perfect synergy with our audio design.
Finally, we will allow for framings and composition required for specific social media client requirements and allocate for these when shooting.
FOOD STYLE
Quintessential, for these spots we require a top food stylist, usually specified by the client. As always preparation prior to this shoot is essential, in order to visually maximize our food visuals and sell the depth, authenticity and taste-appeal of the product itself. Obviously, our stylist's prior understanding of this shooting is priceless.
Meanwhile, we will source the best ingredients – specifically the pork and chicken cutlets – with the maximum authenticity and premium feel in order to sell the message of premium quality. It is essential that the product is signed off by the client - prior to the shoot – but we will show the final burger McDonald's compositions to camera in their unique and super tasty way (as shown in the Agency brief).
Fundamentally, the food styling will allow us to have our product looking rich, fresh and natural (in keeping with Agency brief) with ingredients vibrant and delicious, whilst being beautifully crafted for maximum 'appetite' appeal, and at the same time crafted to look visually gorgeous and 'mouth-watering'.
As a footnote – all our food sequences will be composed to camera but without seeing hands (except for our consumption shot at the end of the commercial).
Meanwhile, we will source the best ingredients – specifically the pork and chicken cutlets – with the maximum authenticity and premium feel in order to sell the message of premium quality. It is essential that the product is signed off by the client - prior to the shoot – but we will show the final burger McDonald's compositions to camera in their unique and super tasty way (as shown in the Agency brief).
Fundamentally, the food styling will allow us to have our product looking rich, fresh and natural (in keeping with Agency brief) with ingredients vibrant and delicious, whilst being beautifully crafted for maximum 'appetite' appeal, and at the same time crafted to look visually gorgeous and 'mouth-watering'.
As a footnote – all our food sequences will be composed to camera but without seeing hands (except for our consumption shot at the end of the commercial).
ART DEPARTMENT
Our Art Direction is a fundamental visual texture to sell the depth, drama and sex appeal of this story.
Firstly, our food elements will be shot in close-up, probably in a food studio – so we will be dealing with key props only. This will allow us complete control of all our food and product visuals (and perhaps add subtle elements of branding to camera where required).
Essentially, our location for our food visuals could be a soft focus McDonald's restaurant environment. This will give our food shots the required authenticity fundamental to the brand. Usually, simple soft-focus backgrounds from any McDonald's restaurant can be placed easily in frame and create the realism required for the story. Art Department can provide us with all the required McDonald's branding that we can dress quickly to camera. Surfaces and grill hotplates, of some description, are required for most of our food scenes and will be sourced according to client requirements. Finally, it is important to note that this background is just a texture to sell the realism of our story – the real focus of attention should be firmly focused on our beautiful product visuals.
Meanwhile, our live-action or Ukrainian life-style elements will be set in three authentic awe-inspiring locations. These will be an amazing golden Rye field set against a huge rolling backdrop and blue sky (girl with pan flute); a wonderful cascading waterfall within a green forest scene (man with cymbals); and finally a dramatic rock canyon (for our guy with the kozobass). All these locations must be dramatic but at the same time emblematic of traditional Ukrainian authenticity and values – instantly iconic to our viewers in order to drive empathy with our brand and product.
All our exterior locations can be dressed with branded ribbons and props – adding to the vibrancy and realism of the final visuals.
Meanwhile, our live-action or Ukrainian life-style elements will be set in three authentic awe-inspiring locations. These will be an amazing golden Rye field set against a huge rolling backdrop and blue sky (girl with pan flute); a wonderful cascading waterfall within a green forest scene (man with cymbals); and finally a dramatic rock canyon (for our guy with the kozobass). All these locations must be dramatic but at the same time emblematic of traditional Ukrainian authenticity and values – instantly iconic to our viewers in order to drive empathy with our brand and product.
All our exterior locations can be dressed with branded ribbons and props – adding to the vibrancy and realism of the final visuals.
LIGHTING
Primarily, our specific lighting requirements will be crafted into two distinct parts – location and product.
With the specific food shots it is essential that we really show the quality of the product. We need to focus on the excellence of the product and show the texture of the meat - having it looking moist and succulent. A little dramatic lighting without appearing too 'greasy' – will make the product look premium. Soft sidelight and backlight always help add depth and style to what can sometimes become uncompromising textures and surfaces – helping deliver gorgeous rich, graphic images which are essential to our narrative. Overall, our beautiful food lighting should drive viewer attention and help deliver our ultimate mouthwatering moment of authentic 'taste appeal'. All the fresh vibrant colours for the recipe components, such as lettuce and tomatoes, will help the overall freshness of product and 'taste-appeal'.
Meanwhile, our stunning outdoor locations of the rye field, waterfall and rock canyon all need to have dramatic sunlight – although perhaps not necessarily the same time of day. We need natural locations in order to embrace and sell the authenticity of the product. Firstly, our girl in the rye field scene needs to start almost at the break of day – as golden sunlight is raking across our field capturing the texture of morning fog as it subsides. Whilst our waterfall setting could present itself in the bright sunshine of early afternoon - making sure that we maximize the colours and vibrancy of the lush greenery and the waterfall – water splashing in bright sunlight. Finally, and depending on the direction of the sun, we can set our man and canyon scene towards the end of the day. If scheduled correctly we should be able to shoot this canyon environment with some wonderful dramatic shadows on the rocks as the final backdrop for our tableaux.
Lighting for our locations will be dependent on natural sunlight to really sell the drama of the landscape – which will be more easily choreographed when we have a more exact idea of our specified Ukrainian locations and which time of day is best for our shoot visuals.
With the specific food shots it is essential that we really show the quality of the product. We need to focus on the excellence of the product and show the texture of the meat - having it looking moist and succulent. A little dramatic lighting without appearing too 'greasy' – will make the product look premium. Soft sidelight and backlight always help add depth and style to what can sometimes become uncompromising textures and surfaces – helping deliver gorgeous rich, graphic images which are essential to our narrative. Overall, our beautiful food lighting should drive viewer attention and help deliver our ultimate mouthwatering moment of authentic 'taste appeal'. All the fresh vibrant colours for the recipe components, such as lettuce and tomatoes, will help the overall freshness of product and 'taste-appeal'.
Meanwhile, our stunning outdoor locations of the rye field, waterfall and rock canyon all need to have dramatic sunlight – although perhaps not necessarily the same time of day. We need natural locations in order to embrace and sell the authenticity of the product. Firstly, our girl in the rye field scene needs to start almost at the break of day – as golden sunlight is raking across our field capturing the texture of morning fog as it subsides. Whilst our waterfall setting could present itself in the bright sunshine of early afternoon - making sure that we maximize the colours and vibrancy of the lush greenery and the waterfall – water splashing in bright sunlight. Finally, and depending on the direction of the sun, we can set our man and canyon scene towards the end of the day. If scheduled correctly we should be able to shoot this canyon environment with some wonderful dramatic shadows on the rocks as the final backdrop for our tableaux.
Lighting for our locations will be dependent on natural sunlight to really sell the drama of the landscape – which will be more easily choreographed when we have a more exact idea of our specified Ukrainian locations and which time of day is best for our shoot visuals.
Edit & Audio Design
Our visuals will need to have immediate visual impact, drama and momentum. This commercial itself is slightly unusual, as it is important that we have a basis of the final audio track in order to produce the required pace and momentum for our edit.
My feeling is that if we prep and test precisely prior to getting on our set, we can easily shoot material that will allow us to produce a dramatic and energetic narrative that whilst feeling contemporary, graphic and stylish, will easily give us the ability to deliver with the iconic brand appeal and energy that this campaign requires. As already stated, with most of the food visuals we will be shooting relatively high-speed in camera, which gives us the ability to frame ramp our imagery at certain points may add a further depth and weight to the final edit. We will be able to ramp up and slow down the action in conjunction with the audio accordingly – allowing us a moment to savor the key visual moments of real quality 'taste-appeal'. |
Fundamental to this narrative and to help inject a further dynamic to the edit we can introduce a simple split screen sequence to enhance to add a little drama and momentum to our finished commercial. This could easily help deliver a stylish contemporary transition from our gorgeous life-style location visuals to our dramatic food cinematography. A simple example of this would be in a campaign I shot for 'Churches Chicken' at the end of last year. The split screen technique referenced is at the start of this spot and could be easily choreographed to our accompanying audio –
https://vimeo.com/423690986
However, most of dynamic required for this commercial will come from the pace and energy of the food cinematography and our ability to speed or slow down the action according to our 'all important' key moments of visual interest. We will need to shoot a fair amount of material in order to deliver something with the pace and energy to drive this spot.
Also vital to our final edits, is a strong and charismatic voice over – which will instantly add weight and authenticity to the finished piece, whilst keeping an underlying tone of warmth and sincerity to create empathy with the viewer.
As already stated, good sound design is essential for these commercials to work. The reference below is a great example of perfect synergy of music and food visuals –
https://www.youtube.com/watch?v=PZ4pctQMdg4
Also this 'Lurpak' spot I shot previously, has a lovely build of sound which compliment the visuals and drive the edit style –
https://vimeo.com/244070808
We will find a Producer/Sound Designer who can craft the audio in a unique and mesmerizing visual style. My feeling is that we can build the audio composition of the instruments into something more contemporary and urban whilst embracing these traditional musical sounds – perhaps even adding elements from our natural environment to add depth (the sound of burgers sizzling or cascading water). Again the Agency have provided a good starting reference of synergy between traditional and modern Ukrainian music –
https://www.youtube.com/watch?v=Oy5hcamHOBA
Another great example of merging traditional folk instrumentation with Urban Dance Beats is the musical composition on this track by Dizraeli and The Small Gods – 'Was A Rapper' -https://www.youtube.com/watch?v=QpHqrUT5r20
My feeling is that this is a good starting point but needs considerably more depth and drama to work within our timing constraints.
If possible we should consider bringing this musical composition to a climatic conclusion, then ending the spot simply with the 'I'm Loving It' McDonald's jingle played on the pan flute.
Most importantly, to this project is the need to have an editor on set – as we will inevitably working at such a quick pace that it is essential that we have the ability to check our edit as we progress in order to have the ability to shoot extra material quickly for the client and our edits, should the need arise.
https://vimeo.com/423690986
However, most of dynamic required for this commercial will come from the pace and energy of the food cinematography and our ability to speed or slow down the action according to our 'all important' key moments of visual interest. We will need to shoot a fair amount of material in order to deliver something with the pace and energy to drive this spot.
Also vital to our final edits, is a strong and charismatic voice over – which will instantly add weight and authenticity to the finished piece, whilst keeping an underlying tone of warmth and sincerity to create empathy with the viewer.
As already stated, good sound design is essential for these commercials to work. The reference below is a great example of perfect synergy of music and food visuals –
https://www.youtube.com/watch?v=PZ4pctQMdg4
Also this 'Lurpak' spot I shot previously, has a lovely build of sound which compliment the visuals and drive the edit style –
https://vimeo.com/244070808
We will find a Producer/Sound Designer who can craft the audio in a unique and mesmerizing visual style. My feeling is that we can build the audio composition of the instruments into something more contemporary and urban whilst embracing these traditional musical sounds – perhaps even adding elements from our natural environment to add depth (the sound of burgers sizzling or cascading water). Again the Agency have provided a good starting reference of synergy between traditional and modern Ukrainian music –
https://www.youtube.com/watch?v=Oy5hcamHOBA
Another great example of merging traditional folk instrumentation with Urban Dance Beats is the musical composition on this track by Dizraeli and The Small Gods – 'Was A Rapper' -https://www.youtube.com/watch?v=QpHqrUT5r20
My feeling is that this is a good starting point but needs considerably more depth and drama to work within our timing constraints.
If possible we should consider bringing this musical composition to a climatic conclusion, then ending the spot simply with the 'I'm Loving It' McDonald's jingle played on the pan flute.
Most importantly, to this project is the need to have an editor on set – as we will inevitably working at such a quick pace that it is essential that we have the ability to check our edit as we progress in order to have the ability to shoot extra material quickly for the client and our edits, should the need arise.
Cast & Wardrobe
We will need three main members of cast as our talent for our traditional Ukrainian musicians, and another for our close-up consumption shot at the end of the script. Therefore, we will need to cast three males and one female.
Our two instrumental playing males will possibly be around 25-32 years in age with an instant charm and charisma. Both must feel contemporary and urban – good looking but characters with an inner confidence easily seen down a camera lens. We will cast for characters who look slightly anarchic and rebellious – embracing tattoos and short bleached hair – as this will be a perfect juxtaposition to the traditional costume outfits.
Meanwhile, our female should be the equivalent of both of our males (although possibly a little younger in age – around 22-28 years old). Again we could cast for somebody with short bleached 'punk' style hair and a pretty face – as we are essentially looking for unique characters to offset our unique music design. Either way we should embrace individuality as well as beauty. As with the male cast members, our female's performance must be confident and assured though.
Overall, we need to cast young good-looking people we see out on the street for our viewers to connect with. It would be helpful if all had some working knowledge of their respective musical instruments to add realism when playing in close-up.
Meanwhile, our third male required for the consumption shot, can be more traditionally attractive. This man can be aged 25-35 years old and more in keeping with the target demographic in terms of looks – as we are more concerned here with a strong jawline and perfect hands for our product consumption (no tattoos). Prior experience as a hand artist is an essential requirement – as this will allow for the precise nature and action required when shooting close up product photography.
It is important that our traditional outfits reflect the vibrancy and realism of Ukrainian culture but we should also have a unique and urban cultural twist to their appearance on screen – trainers or Doc Martins giving the costumes a contemporary flavor. The styling in this McDonald's commercial is a great example of this process and marries the traditional and urban perfectly –
Meanwhile, our female should be the equivalent of both of our males (although possibly a little younger in age – around 22-28 years old). Again we could cast for somebody with short bleached 'punk' style hair and a pretty face – as we are essentially looking for unique characters to offset our unique music design. Either way we should embrace individuality as well as beauty. As with the male cast members, our female's performance must be confident and assured though.
Overall, we need to cast young good-looking people we see out on the street for our viewers to connect with. It would be helpful if all had some working knowledge of their respective musical instruments to add realism when playing in close-up.
Meanwhile, our third male required for the consumption shot, can be more traditionally attractive. This man can be aged 25-35 years old and more in keeping with the target demographic in terms of looks – as we are more concerned here with a strong jawline and perfect hands for our product consumption (no tattoos). Prior experience as a hand artist is an essential requirement – as this will allow for the precise nature and action required when shooting close up product photography.
It is important that our traditional outfits reflect the vibrancy and realism of Ukrainian culture but we should also have a unique and urban cultural twist to their appearance on screen – trainers or Doc Martins giving the costumes a contemporary flavor. The styling in this McDonald's commercial is a great example of this process and marries the traditional and urban perfectly –
Again, we will work with a top local fashion stylist prior to the shoot in order to make sure our costumes reflect a perfect traditional blend of traditional and more contemporary urban design. Ultimately this styling is an extension of the audio design and overall visual narrative.
Conclusion. With a project such as this, preparation prior to the shoot is essential. Overall, we need to make sure that our narrative message is delivered in a fun, light-hearted and memorable fashion, but also with an authenticity and humanity, which will be instantly empathetic to our own Ukrainian audience.
However, with such a simple and engaging narrative, plus a combination of beautiful cinematography and gorgeous product styling, combined with a well crafted, energetic and charismatic edit will provide us with all the components required to make some memorable and visually engaging spots that convey not only the sense of quality, but also exploration and adventure quintessential to the McDonald's brand.
The finished commercial and derivatives required from this spot, will not only help demonstrate the heritage, uniqueness and overwhelming 'taste-appeal' of our product, but the visuals we help create and convey a sense of authenticity and fun, ultimately associated with McDonald's as the premium and iconic food brand throughout the world.
However, with such a simple and engaging narrative, plus a combination of beautiful cinematography and gorgeous product styling, combined with a well crafted, energetic and charismatic edit will provide us with all the components required to make some memorable and visually engaging spots that convey not only the sense of quality, but also exploration and adventure quintessential to the McDonald's brand.
The finished commercial and derivatives required from this spot, will not only help demonstrate the heritage, uniqueness and overwhelming 'taste-appeal' of our product, but the visuals we help create and convey a sense of authenticity and fun, ultimately associated with McDonald's as the premium and iconic food brand throughout the world.
THANK YOU!
By Mark Emberton
on July, 2020