TECHNIQUE SUPPORTING STORY
Yves is a director known for making visual decisions that bring nuanced improvements to the narrative. In this case, stop motion is chosen because it’s a style that subtly, but powerfully, supports the concept. Just as the McDonald’s brand seeks to show constant tweaks and progressive movements toward a healthier future, the stop motion incrementally moves toward a bigger picture. Frame by frame, step by step, small changes are made until the sum of these micro parts becomes a big, bold, beautiful world where the McDonald's message is brought to life.
