The brief was to remind McDonald’s late opening hours to our customers. With one objective: being simple and iconic to generate an immediate awareness. With a production budget of 29K€ we shot 3 visuals printed as outdoor posters, indoor restaurant posters and press publication.

We first got the French sculptor Olivier Favart to create intricate light installations resembling three menu items — the Big Mac, French Fries and Sundae. The sculptures took 10 days to build and required more than 250 feet of wire, 400 welds and some 1,100 LED lights that operated independently.

Then, Helmut Stelzenberger photographed them with a bokeh effect, which blurs the out-of-focus points of light. This gives the effect of nighttime, reinforcing the message of the ads, which is that McDonald’s is “Open late.” The photoshoot itself took 2 days to complete.