Friday, 20 September 2013

McCain's press, posters and on the buses

With the change in the weather (which I've really been feeling since I came back from a holiday in sunny climes!) the timing of the launch of McCain's big new campaign in the press and on poster sites and London buses could hardly have been better.   It is a marked contrast to when we did the shoots, just about the hottest part of the summer.

BMB had a very clear idea of the lighting they wanted, to make the product stand out well against the background and pick up as much natural texture as possible to keep the food looking real and scrummy.   The other main concern was to keep the products - through their arrangement and emphasising individual characteristics - looking as different as possible from one another.
 When it came to the Smiles we had an interesting time deciding on the model-making route as well as the issue of whether the eyes should be light, dark or neutral.   For those of you who like the behind-the-scenes shots, here's a beauty line up of smiles while we were playing with the lighting - vaguely reminiscent of table football!  Of course, at this point they all started developing individual characters and the whole thing became a bit silly.
But here's the finished product.
Client: McCain, Agency: BMB, Art Buyer: David Corfield, Art Director: Jay Pond-Jones, Food Stylist: Kate Parr.

Monday, 2 September 2013

McDonalds "unbranded"

"The Big Mac, the Cheeseburger, the Sundae, the French fries, the Chicken McNuggets and the Filet-O-Fish… six products from McDonald’s that belong to the prestigious group of iconic products.
There is no need to name these products: you immediately recognize them.
Long speeches aren’t necessary: everyone knows what they taste like and what they stand for.
A logo would be redundant: you instantly understand who’s talking to you.

With this in mind, TBWAParis and McDonald’s decided to celebrate these iconic products as they deserved to be celebrated: by showing huge visuals in the press, in magazines as well as outdoor, without any kind of artifice. The brand isn’t mentioned anywhere on these visuals, not a single indication would add to the impact of the communication.
Because when a product speaks for itself, what more could we possibly say? But moreover, why should we say anything else?"

Agency: TBWA Paris
Client: McDonald’s
Art Buyer: Julie Champin
Creative Director: Jean-François Goize
Food Creative Director: Maud Poilpré
Photographer: Sue Atkinson
Food Stylist: Anne-Claire Delphin

From Creative Review's newsfeed, 29th July 2013

This was a terrific project to work on with a great team.   Some very long days but we all had the same goal in mind and managed to develop quite a family spirit by the end of the week.   I even learned a bit more French - including some things I must most definitely not repeat by accident!

Here are a few "behind the scenes" shots.
LOTS of extension on the camera
Working on the cheeseburger

Guess where the rice came in!

When the food stylist turns her back...
When the art director turns their back...

A bouquet of nuggets

On parade