matthieu braccini's mcdonald’s egg mcmuffin satisfying videos

pleasant coloring, soft textures and subtle movements characterize mcdonald’s new campaign launching its all-day breakfast menu in france. created by TBWA\paris in collaboration with matthieu braccini, the ad tackles right into a current internet obsession — satisfying videos. the campaign, which won a bronze lion in design at this year’s cannes lions, celebrates a world of softness.

all images courtesy of matthieu braccini

designed by 3D animator matthieu braccini, the minimalist mcdonald’s campaign sees a series of GIFS that reinterpret how egg mcmuffins are made. from sliced bacon to toasted muffins, the animations propose edible and nutritious data probably less fattening than the real meal. on his behance page, braccini has shared several images as well as a director’s cut video (see above) that compiles all the GIFS with background music.

‘we deconstructed the product and used its separated ingredients to create fifteen abstract allegoric 3D animations crafted with C4D and rendered in redshift,’ said TBWA as reported by adweek. ‘extra care was given to textures and physics, to properly convey the softness, roundness, smooth and silky aspect of the product. the choice of colors, materials, and overall art direction contributed to recreate an appetizing food environment. we chose infinite loops as a format to further enhance the soothing and hypnotizing effect of the animations, and built an experiential website to host them on both desktop and mobile, where design and user interaction is also aimed at constructing a smooth and playful digital universe.’

project info:

agency: TBWA\paris

advertising managers: maurizio biondi, clémence arnaud, floriane triacca
agency managers: luc bourgery, marc fraissinet, agathe bruneau, priscilla vaudevire
executive creative directors: benjamin marchal and faustin claverie
creative director: maud poilpré
tv producer: mathilde nanot-lachkar
production: TBWA\else
CEO: maxime boiron
director: maud poilpré