McDonald’s presents 'The Horizontal Breakfast,' a campaign capturing the post-night-out recovery experience through a series of cinematic, live-action spots. The creative direction, led by Wieden+Kennedy New York with contributions from William McVay, focuses on a weary protagonist resting on a sofa in a dimly lit interior.
Produced by Even/Odd, the imagery leans into a moody aesthetic, utilizing clean, horizontal framing to emphasize the subject’s lethargic state. Post-production and sound design were handled by Joint and Sonic Union, respectively, to round out the project’s ambient tone.
