McDonald’s | See Things
The McDonald’s spot ‘See Things’ is about how the imagination of children can weave a sense of wonder and fantasy into everyday life.
The Fuel design department, led by concept artist Ben Kovar, went to work creating a UFO that transforms into a piece of playground equipment, a digger that resembles a Brontosaurus, a Wizard of Oz inspired storefront and a toy robotic arm that is used to tuck into the new McDonald’s Pasta Zoo menu.
Director Josh Baker and Fuel VFX supervisor Simon Maddison decided it would be best if all the CG elements were designed well in advance of the shoot, and planned for the kids on-set to be kept as comfortable as possible.
The UFO scene is a good case in point, where the script required that a small girl land a spaceship in a suburban park. Fuel initially considered a crane and harness but soon disregarded that option and started investigating a much simpler technique.
This resulted in the little girl being filmed in a purpose-built and rigged swivel chair which was rotated in different directions. The footage was then projected onto a 2D card which was put inside the 3D UFO.
"This meant we only needed to film the girl on the day in the chair under matched lighting conditions. Also without a crane or harness the DOP could get the shots he wanted without having to worry about framing out cranes and rigs."
Agency: Leo Burnett Sydney
CD: Mark Collis
Producer: Simone O'Connor
Copywriter: Kate Burt
AD: Peter Majarich
Production Co: Sydney Film Company
Director: Josh Baker
Producer: Nicole Crozier
Designer: Eddy Herringson
Fuel VFX Supervisor: Simon Maddison
Fuel VFX Producer: Dave Kelly
Character Designer: Ben Kovar
Lead Flame Artist:
Gerard Van Ommen Kloeke