Behind the scenes at a McDonald’s photo shoot

Why does your food look different in the advertising than what’s in the store? It was one of thousands of questions we received as part of our radical transparency campaign for McDonald’s. Our answer: an open and honest 3.5-minute primer on McDonald’s food styling and retouching.

Within minutes of its release, the video went viral. To date, it’s earned more than 10 million views on YouTube, headlined countless national and international news stories, appeared on many of the advertising industry’s “best of 2012” lists, and birthed an iconic new image of transparency:

A two-minute feature on ABC’s Evening News:

ABC News coverage of Behind the scenes at a McDonald’s photo shoot from Ian Mackenzie on Vimeo.

A sampling of the coverage the video received:


The iconic split burger image made during the video also become a prominent feature of our out-of-home:

Cannes Lion – Cyber – Online video – Bronze
ADCC – Interactive – Online video single  – Gold
Marketing Award – Film: Online Single – Gold
Applied Arts Interactive – Branded Content
Webby Nominee – Branded Entertainment Unscripted
Ad Age Viral Video Awards: Best Brand Transparency
Ad Age – The top 10 ads we loved in 2012
Creativity – Best of 2012 – Film
Huffington Post – Best Canadian commercials of 2012

Creative Director: LP Tremblay
Senior Art Director: Derek Blais
Senior Writer: Ian Mackenzie
Strategy: Jay Cheney
Senior Account Director: Miles Savage
Managing Director: Andrew McCartney
Producer: Andrew Schulze