In a break away from its usual bright ‘n’ loud creative, McDonald’s has unveiled a series of posters that capture the strange beauty of LED lights softened through a lens.
The print campaign was shot by Helmut Stelzenberger and devised for the French market by TBWA\Paris to communicate the late opening hours of the fast food store. Glowing bulbs were photographed to form the fuzzy but distinguishable shapes of a Big Mac, ice cream Sundae and a portion of French Fries.
According to TBWA, it took 10 days to construct the light sculptures, using 1,000 LEDs, 80 metres of wire and 400 welds. The photoshoot itself took two days to complete.
The shots were inspired by the simple, artistic nature of the brand’s 2014 Picto campaign.