McDonald’s is planning to expand by 25%, opening 50,000 new restaurants around the world by 2027. Canada is part of those plans, so our challenge was to figure out how to highlight all these openings.

The inauguration of a new restaurant is more than just an expansion—it’s a cause for celebration. McDonald’s wanted to welcome customers with an invitation that conveys the festive spirit and friendly experience the brand is known for.

The challenge was to create these visuals as much as possible "in one shot" under the camera while having a very pronounced motion effect and achieving a hyper-realistic look.

In order to capture the perfect shot, we used a trampoline, a high speed camera shooting 30 frames per seconds, and constructed our own pulley system. This intricate setup released thousands of meticulously hand-cut confetti pieces into the air, allowing the camera lens to seize the explosion at the perfect moment.

It was crucial for us to ensure that the explosion of the icons was real to avoid having to recreate it in post-production. What emerges is not just a series of photographs, but a visual feast that transports viewers into a world where every bite of McDonald's is a moment worth celebrating.