McDonald's explores a cinematic narrative in this commercial titled Jump Scare, developed by agency partners TBWA Hunt Lascaris Johannesburg and production house Gentlemen Films.
The spot follows a protagonist through an atmospheric, dimly lit interior, utilising low-key lighting and cool colour grading to establish a suspenseful tone. Through a live-action technique, the project shifts from the tension of the scene to reveal a cinema setting, framing the commercial as a story within a story.
