The idea was quite clever, and the photo had to be on par with the idea. In a era of constant content, SIMPLICITY was our only motto for this one.

McDonald’s is such a big brand with a rich advertising history that we had to make sure this hadn’t been done before. We wanted to keep the brand’s visual language moving forward in its simplicity. The fries are so iconic, we wanted to pay tribute without forcing the visual. Most importantly, the shot had to capture that zen moment, that I-want-to-be-there-and-sit-in-that-chair feeling.