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TECHNIQUE SUPPORTING STORY
Yves is a director known for making visual decisions that bring nuanced improvements to the narrative. In this case, stop motion is chosen because it’s a style that subtly, but powerfully, supports the concept. Just as the McDonald’s brand seeks to show constant tweaks and progressive movements toward a healthier future, the stop motion incrementally moves toward a bigger picture. Frame by frame, step by step, small changes are made until the sum of these micro parts becomes a big, bold, beautiful world where the McDonald's message is brought to life.
"There must be a reason behind every creative decision. It’s usually what the viewer cannot see or recognize that creates the strongest connection. Those unseen parts are what drive me as a director.” - Yves Geleyn
LOOK & FEEL
The miniature world succeeds because of an expert usage of proportion and scale. The setting features a tranquil countryside (which itself hints at the push toward more natural ingredients), and within this countryside are life-sized Happy Meal boxes that resemble large buildings, which the miniature caricatures interact with in unexpected and delightful ways. It’s the juxtaposition between life-sized and pint-sized that gives the spot a fun, humorous quality.
HUMAN POWER & EXECUTION
Produced at Hornet’s shooting stage in Brooklyn, it took Yves and his team of fifty people 12-weeks to bring the spot to life. Along the way, they built six sets, hand-painted hundreds of 3D-printed characters, and filmed the scenes almost entirely using stop motion.
"Stop motion possesses an authenticity, a human touch, that adds so much to a story. It allows you to create something whimsical that is grounded in something authentic.” - Yves Geleyn
Director Yves Geleyn
Agency Leo Burnett UK
Production Co. Hornet
Executive Producer Hana Shimizu
Head of Production Greg Bedard
Development Producer Kristin Labriola
Producer Marty Geren
Live Action Producer Joel Kretschman
Director of Photography Toby Howell
Supervising Technical Director Sang-Jin Bae
Editor Stephanie Andreou
Production Coodinator Erika Bettencourt
Technical Director Juan Carlos Cuadra
Storyboard Artists Carlos Ancalmo, Yves Geleyn
Designers Yves Geleyn, Anna Bron
Compositors John Mattiuzzi, John Harrison, Kit Lam, XiaoXiao Tang, Ted Wiggin, Craig Nowicki
Lead CG Juan Carlos Cuadra, Dan Fine
Modeling Dave Soto, Kintan Chauhan, Juan Carlos Cuadra
Texturing Juan Carlos Cuadra, Dan Fine, Susie Hong
Rigging Lee Wolland, Michael Altman
Lighting & Rendering Juan Carlos Cuadra, Dan Fine, Susie Hong
CG Animators Bill Burg, Nick Johanides, Andrew Boccio
Pre-Viz Bill Burg, Nick Johanides, Andrew Boccio
CG Layout Artist Nick Johanides, Bill Burg
Matte Painter Patrick O'Keefe
2d Animators Tavet Gilson, Nivedita Sekar
Motion Control Operator Anthony Jacques
Gaffer Michael Yetter
Electric Chris Clarke, Casey Wooden
Key Grip Jeremy Rodriquez
Grip Rick Morrison
Stop Motion Animators Pete List, Matt Christensen, Maxwell Sorensen
Art Director Elise Ferguson
Fabricators Tim McDonalds, Peter Erickson, Matt Christensen, Hillary Barton, Matt McGlade, Ben Kress, Kelsey Knight Mohr, Nellie Davis, Ester Kislin, Casey Follen, Connie Chan, Kerry Coutu, Alex Russi, Royal Jarmon
Interns Kelsey Brewer, Madow Tsai
Agency Leo Burnett UK
Agency Producer Bruce Macrae
Agency Creative Directors Rik Brown and Jon Fox
Agency Creatives Matt Collier and Wayne Robinson
Agency Account Director Sarah Kay
Agency Account Manager Alisa McQuaid
Music & Sound Design Ant Food
VO Artist Philip Glenister
