McDonald's Food — Ross Greenblat

McDonald's Food & Film

In the summer of 2015, the McD’s team at Leo Burnett began to redevelop the look and feel of how McDonald's shows their food in marketing communications. After spending a few months of creative development, we presented the new style of food imagery, which was referred to as "Food Reimagined" by the brand and its agencies. During the development of this new look and feel, we spoke with a few directors and we landed on Kevan Bean at MacGuffin Films. Originally this was only intended to be used for the US market, but it has been picked up by other global markets for products that are offered in other markets as well (such as Big Mac, QPC, Chicken McNuggets and Fries).

I began working on this part of the McDonald's brand while I was at Leo Burnett and continued to work on it at We Are Unlimited as the lead producer for all of the large food shoots. Most people in the advertising industry hear "food shoot" and roll their eyes at the thought of it. That is not the case with these shoots, where we constantly push the envelope to create visually stunning work for the brand.

Below are a few select spots that have used footage that was shot by Kevan as part of Food Reimagined. When these shoots are done, we are usually shooting a few products in particular, as well as a few random other products. After these shoots wrap, the footage is put into the Food + Film Library that McD's manages for all of its agencies.

2020 Food Sizzle

Cut of the various food footage shot by Kevan Bean from 2018 and 2019. Edited by Jenny Schaye @ Optimus.

Hot Off The Grill

In the spring of 2018, McDonald's began using fresh, never frozen, beef for their Quarter Pounder sandwiches and that the sandwich is not cooked until the order is placed by the customer. We were asked to shoot this new product to clearly communicate that the beef is fresh and made to order.

All Day Breakfast

In the fall of 2015, McDonald's began serving breakfast all day, instead of just the morning. This was a huge change for the company and an opportunity for growth, which they wanted to push hard on. We worked with Kevan to capture hero shots of the various breakfast products, as well as capture unique ingredient focused shots for breakfast specific menu items

McCafe Espresso Launch

In the fall of 2017, McCafe at McDonald's launched a new espresso line of drinks. We shot a variety of different drinks.

Fanta & Sprite - Director Cut

Director cut of Fanta and Sprite that we have shot for the partnership between McDonald's and two of the cold beverages offered.

Big Mac & Fries - Director Cut

Director cut showing footage that has been shot for the iconic Big Mac and McDonald's world famous fries.

McDonald's Food - Director Cut

Director cut of the various food footage that we shot as part of the launch of the new look and feel of Food & Film for McDonald's.