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Through BKWLD I worked with Hoffman Lewis to create six unique and unexpected moments for the general public of St. Louis. All using non-actors, we designed real situations where McDonald's breakfast could turn the 'ordinary a bit more extraordinary.' These moments were shot with hidden cameras and crews, then turned into six TV spots. I storyboarded, directed, and handled editorial for all the broadcast. The spots needed to feel fun and honest, but not become a cliche flash-mob-thing. We collaborated with HL to choose the best combination of locations and scenarios that were strategic to the messaging, while being efficient with the production budget and timeline.
The spots were a big success and were continued by Hoffman Lewis in Boston.