McDonald’s Used Intricate Light Sculptures to Make Some of Its Loveliest Ads Yet

The perfect way to say they're 'Open late'

Headshot of Tim Nudd

TBWA\Paris makes some of the most visually striking McDonald’s advertising anywhere, and its latest campaign might be its most artful so far.

The agency got French sculptor Olivier Favart to create intricate light installations resembling three menu items—the Big Mac, french fries and sundae. 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.”

See the ads here:

Favart used more than 250 feet of wire, 400 welds and some 1,100 LED lights to make the sculptures. Every single light was operated independently to generate a perfect bokeh look on camera. The sculptures took 10 days to build.

The campaign is an atmospheric take on TBWA’s earlier minimalist McDonald’s ads, showing simple illustrations of menu items. That work launched in 2014.

More photos from the making of the campaign below.

Advertiser: McDonald’s France
Agency: TBWA\Paris
Advertising Managers: Xavier Royaux, José Jacinto, Benoit Kolb
Agency Managers: Luc Bourgery, Jonathan Serog, Julie Montagné, Magali Couturier
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Copywriters: Antoine Gauquelin, Antoine Colin
Art Director: Bruno Bicalho Carvalhaes
Photographer: Helmut Stelzenberger
Art Buyer: Julie Champin

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@nudd Tim Nudd is a former creative editor of Adweek.