From sketch to photographic reality: McDonald’s and the Lavidge Company shoot smoothie outdoor boards at tonic photo studios

From sketch to photographic reality: McDonald’s and the Lavidge Company shoot smoothie outdoor boards at tonic photo studios

 

Concept

In conjunction with McDonald’s launch of their new smoothies in mid July, we were presented with two concepts to carry through to visual reality. This project was a good example of Tonic’s creative problem solving abilities. In specific reference to the most challenging aspect, I played around with several potential methods before I determined that shooting the banana peel upside down was the best direction to take. I rigged it up like a little puppet with fishing hooks and clear line and shot numerous versions with the peel elements in different positions and at different perspectives. From that point, it was just a matter of flipping the elements and clipping them out to build the final composite(s). It was also a bit of a challenge figuring out how to keep the peel fresh through the duration of the shoot. Citric acid alone was not enough. The secret was to select very fresh bananas that had just turned from green to yellow. Any riper and citric acid or not, they were browning in no time.

 

Behind the Scenes

It was a great shoot with a great team which included (among several others) a technical advisor from McDonald’s corporate. Thanks to McDonald’s and Lavidge for the creative opportunity and the sugar high we all had throughout the day!

McDonald's Outdoor Boards

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