McDonald’s needed to drive immediate action. The campaign had to communicate a clear mechanic: 7 days of exclusive drive-thru offers every month. The goal was to generate pure urgency and desire. We needed to make the viewer feel the obsession of being the first to reach the McAuto.
Shooting inside a car is a notorious budget and time killer. The traditional model requires dismantling doors, removing windows, and losing days in setup. The agency TBWA and directors La Fama brought us a brief with 3 different spots and 3 surreal universes, ranging from a spa to a bedroom, all happening inside a car. The technical restriction was absolute. We had to shoot highly complex, aesthetic shots in a tiny space. And we could not remove a single piece of the car. High visual standards. Zero room to maneuver.
