The Colonie showcased the full range of its editorial, visual effects and postproduction services in a McDonald’s spot that creates a fun, carnival ride mood to generate excitement about its new touch-screen Kiosk ordering system, introduced in select locations across the country.
Cut by editor and partner, Bob Ackerman, “Taste The Excitement,” a :30 spot via Burrell Communications/Chicago, delivers a highly stylized, slightly surreal McDonald’s environment where customers can skip the counter and order a customized meal from a kiosks with a tablet-like screen offering a wide range of options.
The :30 commercial opens with a young man entering McDonald’s and approaching a kiosk with a 'Create Your Taste' touch-screen. As he presses the start button the kiosk opens and a chair appears, taking him on an amusement park-like ride behind-the-scenes of McD, which reveals employees
preparing orders with fresh ingredients from displays stocked with everything from artisan breads to a variety of sauces, toppings, fresh vegetables and cheeses. Excited by the abundance of choices, he makes his selections and the journey ends as his chair returns to the dining area where his customized meal is served to him at his table. The spot ends with the tag ‘Build Your Perfect Burger, and the familiar McDonalds Logo – ‘I’m lovin’ it.”
The spot relied heavily upon visual effects integrated with live action to tell its story.The complex FX scene tapped the full range of The Colonie’s collaborative team of multi-disciplined designers’ and visual effects artists’ talents and creative skills. Because of the tight turn around time Tom Dernulc, The Colonie’s senior VFX artist, got involved at the inception of the project to collaborate with the agency. [less
The Colonie showcased the full range of its editorial, visual effects and postproduction services in a McDonald’s spot that creates a fun, carnival ride mood to generate excitement about its new tou [more