McDonalds Breakfast done Properly.

I’ve had the pleasure of working with McDonald’s for over six years, but this series of TVCs remains some of my favourite work.

Over that time, I worked closely with the lead creative to help evolve the visual language around the food — developing the way it was built, lit and shot, and finding a world for it to live in without losing the simplicity and familiarity that makes McDonald’s so recognisable.

Shooting both motion and stills gave me the opportunity to create a consistent approach across the whole campaign. The food builds became part of that visual language, carrying through TV, OOH and POS. We developed new ways of shooting the stills so that the same burger could work across large-format outdoor advertising and restaurant menu boards, keeping the food consistent wherever it appeared.

For the films, I wanted the food to feel fresh, premium and dynamic without relying on overly complicated camera moves. I spent a lot of time developing lighting moves that could transform relatively simple camera movement, bringing energy and dimension to the food while keeping everything feeling natural.

Ultimately, the approach was simple: let the food be the hero and make it mouth-watering.