Client: McDonald's
Agency: Leo Burnett
Role: Editing | MGFX
Agency: Leo Burnett
Role: Editing | MGFX
_the Challenge
Countless victims have nowhere to turn to for justice. We decided to change that, by setting up the first fry-theft specialised law firm. It needed a dedicated lawyer, smart social hype campaign, ambushes on celebrities, tons of humour and... ability to select, direct, edit and post 70+ personalised video responses. In a day.
Countless victims have nowhere to turn to for justice. We decided to change that, by setting up the first fry-theft specialised law firm. It needed a dedicated lawyer, smart social hype campaign, ambushes on celebrities, tons of humour and... ability to select, direct, edit and post 70+ personalised video responses. In a day.
_the Solution
Involving the editor and producer in the early stages of the creative process, is the key to successful, ambitious projects. Here, I'd worked with the agency on four pre-campaign hype videos, which allowed us to agree on art direction for colour treatments, motion graphics style, general vibe and the way we'd use silences and pauses for comedy. Meaning on the live responses day, we were already a team with established trust.
That enabled us to create personalised videos responses in an average time of 5 minutes, with one record being 2.5 minutes. That's reading a tweet, deciding we're responding to it, writing a mini-script, directing and recording it, editing, rendering and publishing it under the original tweet. In 2.5 minutes.
_the Results
We laughed ALL the time during this project, so both Leo Burnett (creative) and Prodigious (production) asked me to create a case study video and send it to a few competitions. Well, it won a bunch of prestigious awards in the end, so I guess we weren't the only ones laughing.
We laughed ALL the time during this project, so both Leo Burnett (creative) and Prodigious (production) asked me to create a case study video and send it to a few competitions. Well, it won a bunch of prestigious awards in the end, so I guess we weren't the only ones laughing.
McD Fries Claims - Creative Case Study
McD Fries Claims - Production Case Study
