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

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

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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.”

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