The Objective
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.
The Challenge
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.
The Execution
We solve production bottlenecks with engineering and execution. To make this visual narrative work without touching the car’s structure, we partnered with 28 Studio and brought in the Bolt robot. We took full control of the X and Z axes. We programmed speed, depth, and camera angles with millimeter precision. The robot executed complex forward and backward movements right through the car window without a single scratch. This level of control is impossible with traditional manual shooting. We were able to repeat the exact same high-speed shot as many times as needed until we hit total visual perfection. No dismantling the vehicle. No dead hours on set.
The Result
The result is an agile production system that delivers high-end visual storytelling and a direct sales message. We got the exact assets the brand needed, on time and without burning the budget.
