McDonald’s World Heists
After the UK’s SUPER successful World Food Heists campaign in 2025 I was asked to shoot stills and TVC globally for the 2026 version. It’s an approach that needs to suit a LOT of markets while looking truly delicious.
Making the campaign outrageously tasty is always our most important job but this was also about making it functional. Different markets were taking different products, some were adding products themselves and the layouts would need to move around with ease for the different formatting needs of each territory. That meant focus stacked stills scenes with a modular system that could plug and play together. Layers could be turned on and off, boxes could be moved and rescaled while working seamlessly. It was a campaign that was as much a vision of production as creative.
There were also a series of TV commercials that needed to sell taste but also flow and move with the high beat tempo of the track from the performance led campaign. The world needed to be a McDonald’s that could be anywhere in the world so we made it food forward and all about textures and imagery that made you want to eat!
