March 13th, 2009
With the holidays approaching Art Director Jukka Mannila of DDB wanted to create something beautiful and uplifting for the fast food giant McDonald's. The french fry chandelier was going to have a few french fries up close with beautiful lighting and materials, and nothing unnecessary. Our approach to the picture was a mix of 3D and retouch and first up Jerry Ylilammi got to work on modeling the basic scene.
"It was all about finding the right mood with a very few elements.", says Tuomas Korpi. "The deliciousness of the fries was of course a big priority for the client. Just the right amount of salt, not too greasy, appealing overall colour and look." Jerry built and lit the basic scene in 3D but most of the finesse for the fries was created in retouch as a photo composition. "In this case there was no reason to get all methodical on creating the fries in 3D.", says Jerry. "We just picked the best out of both techniques and set our sights on the best final result."
"As far as moods go, we were aiming for a mix between fast food and christmas. Not the most apparent combination perhaps.", says Tuomas. "I feel the picture came out really nice though, capturing that middle ground between french fires and gluhwein."
Credits
Client: McDonald'sAgency: DDB Helsinki
Creatives: Jukka Mannio
Project Manager: Pia Eiro