Releasing a new campaign airing in both general and hispanic markets, McDonald’s presents a series of humorous and heartfelt odes to everyday moments expertly cut by Diego Panich of /Wildchild/+bonch.
The five spots, out of agency Moroch & Inspire, are driven by tightly edited narrative that highlights the many ways in which McDonald’s is the perfect sidekick. In one commercial, a courageous mom braves the impossible mess of her son’s room to retrieve an essential item for his soccer game while in another, a car shopper won’t settle until he finds the perfect cup-holder for his McCafé.
“Each spot presented a unique approach, and I was given a lot of creative freedom with my editorial,” notes Panich. “The project opened up the possibility for me to create a variety of emotional stories in one campaign. ‘Meet’ and ‘Conquer’ are comedy, ‘Create it’ is much more sentimental, ‘Architect’ describes different situations where a good breakfast is a great accompaniment, and ‘Perfect’ tells the story of a funny, absurd situation.”
Agency: Moroch & Inspire
Producer: Kathleen Torres
Writer: Jesus Yanez
Art Director: Fernanda Bürgel
CD: Benjamin Jara
GDC: Kevin Sutton
ECD: Bod Shallcross
Production House: Poster Films
Director: Sebastian Caporelli
Editorial Company: /Wildchild/+bonch
Editor: Diego Panich
/Wildchild/+bonch is a bicoastal creative collective of award-winning post professionals offering agencies and content creators a wide range of services – including Edit, Color, Finishing, Music, Mix, and 2D/3D VFX for a one-stop solution. With offices in New York and Los Angeles, our flexible and efficient creative infrastructure allows our talent to deliver the best in commercials, music videos, shorts, feature films, & online/interactive content.