We were tasked to create a film that finally puts Middle Children everywhere in the spotlight, including McDonald's very own 'Menu Middle Child', The McChicken - normally stuck between its more famous siblings, the Cheeseburger and Big Mac.

The Middle Child spot was briefed to flick through classic middle child moments in both still and film formats. We wanted the spot to feel like a stylised collection of memories, with elements of nostalgia from home movies or slideshows. A fun celebration of Mid Kits everywhere that everyone with siblings can identify with!

Diversity of age, gender and ethnicity was, of course, a must. We looked for unique looks, faces and personalities that felt right for our story and spoke to our target audience. We broke the casting up equally across the ages so not to skew two heavily in the kid direction. I think this also strengthened our message as Middle Child Syndrome is definitely not something you grow out of.