MacDonalds - Happy Meal Readers Part 1

This video campaign for McDonald’s highlights children’s dreams and imagination through their everyday lives. To represent the multitude of possible dreams, we produced a series of 12 videos, each highlighting a particular discipline, a particular profession. 

Here’s the first series of videos!

The main challenge was to graphically represent this notion of the imaginary.
To achieve this, we chose to combine the real aspect of captation with a layer of 2D animation 

for the imaginary aspect. The 2D animation will react directly to the child’s gestures
of the child and the set to create the link between these two parts.

The magic lies in the child’s ability to « see » the objects around him straight from his creative mind. To best represent this, we opted for an animation in which each element builds and « pops » 

with plumes of smoke.

ClientTBWA
RéalisationBlackmeal
Creative DirectorVincent Ben Abdellah
Art DirectionJohann Franke
StoryboardVincent Ben Abdellah
CastingLiliM
ShootingHiboo Films - Vanessa Bigot & Charles Michaudet
IllustrationJohann Franke ; Romain Dijon ; Célia Guénard ; Delphine Briois
AnimationJohann Franke ; Joélie Sémoulin ; Thomas Lecomte ; Elisa Paillard
ProducerCaroline Charrier