McDonald's
The Horizontal Breakfast
Brand
ProjectThe Horizontal Breakfast
Date
Feb 2026
Description
McDonald's explores the morning-after experience in The Horizontal Breakfast, a campaign that leans into the quiet, relatable routine of recovery. The film captures a protagonist navigating the stillness of an indoor setting, using cinematic framing and a moody aesthetic to define the brand's approach to the post-event breakfast. Developed with creative contributions from Wieden+Kennedy New York and William McVay, the production employs a horizontal orientation that mirrors the subject's perspective. The execution relies on live-action techniques to build a clean, atmospheric visual narrative.
Style
Horizontal, Cinematic, Moody
Industries
Fast Food
Color
Jet Black
Background
Living Room
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