Go Behind the Scenes at a McDonald's Photo Shoot | McDonald's
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In this video, Hope Bagozzi, Director of Marketing for McDonald's Canada, answers a question about why the food in advertising looks different from what is served in the store. She takes us behind the scenes of a photo shoot to explain the process and show how they create the perfect burger for advertising.
Behind the Scenes of a Photo Shoot
- The video starts with Hope Bagozzi introducing herself and addressing a question about why McDonald's food looks different in advertising compared to what is served in-store.
- Hope orders a Quarter Pounder with Cheese from a McDonald's employee and receives it fresh.
- She explains that they will compare this purchased burger with one crafted from scratch during a photo shoot.
The Process at Watt Photo Studios
- Hope and her team go to Watt Photo Studios, where they have been working with their agency for seven years.
- They plan to compare the purchased burger with one created by their food stylist and photographer.
Creating the Perfect Burger for Advertising
- Noah, the food stylist, uses the same ingredients as those used in restaurants to craft the perfect burger for advertising purposes.
- They pay attention to details like arranging condiments and toppings so that they are visible in photos but may not be naturally displayed when served in-store.
- Stuart Murray does minimal retouching on the photos to enhance colors and remove any imperfections that may have occurred during preparation.
Differences Between Advertising and In-store Presentation
- There is often a size difference between burgers shown in advertising and those served in-store due to steam effect and bun contraction caused by the packaging.
- In advertising, they showcase all the ingredients that are normally hidden under the bun to provide a clear representation of what customers can expect.
By going behind the scenes of a photo shoot, McDonald's Canada demonstrates how they create visually appealing representations of their food for advertising while using the same ingredients as those served in-store.