McDonald's: The Year of the Rabbit
Brand
Date
Jan 2023
Description
McDonald's celebrates the Lunar New Year with a campaign that bridges generational family traditions and digital artistry. The project focuses on a gathering at a restaurant, blending casual dining moments with interactive creative activities. The narrative transitions from a traditional family setting to a technical studio environment, where augmented reality technology brings sculptural elements to life. The film utilizes a cinematic visual language and clean, live-action techniques, underscored by integrated VFX to highlight the interplay between heritage and modern innovation.
Style
Horizontal, Cinematic, Clean
Techniques
VFX / visual effects
Industries
Color
Scarlet
Golden Yellow
Pure White
Background
Café
Context
TVC / TV Commercial
Associated creatives
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