Capturing McDonald’s: Floating Coffee, Juicy Burgers and Swirling Ice Cream
Long-time special effects and production partner to McDonald’s, Bites Studios is responsible for producing numerous digital materials for the food giant across global markets. From capturing the drama of flying liquids to mouthwatering close-ups, in this interview, LBB’s Sunna Coleman speaks with Bites Studios head of production Kuba Kozłowski and production manager Mateusz Granat about the intricacies of shooting food and drink, and how to cheat physics.
LBB> Tell us about how your relationship with McDonald’s first began.
Kuba> We’ve been working for the client locally for quite a few years now. However, at first it was just simple special effects and technical equipment from our side. It later evolved when we had the chance to talk much more openly with the agency - showing our full technical, creative and final production capabilities.
Our cooperation evolved into a new level at the beginning of 2022, where the agency allowed us to fully produce digital materials for the client, providing a successful range of productions. Another important issue for the agency and the client was the creation of Director’y hub, which opened the door to cooperation with other creators.
A few months ago, a couple of McDonald’s agencies operating for the client in different markets reached out, allowing us to produce global materials which proves that we are on the right track when it comes to providing excellent content.
LBB> Tell us about what goes on behind the scenes on a McDonald’s shoot to achieve the right look.
Kuba> It’s all down to the product, however we do have some of our own tricks up our sleeves. The flying liquid shots (McCafé autumn tea campaign), exploding ingredients (McFlurry Croatia) and dancing tortilla (McDonald’s Austria), all require a different approach. By having an in-house team of SFX experts with us, we are capable of preparing for all - even the most demanding shots. Allowing the directors, creatives and the clients to choose from various approaches leading up to the best final result. We know we cannot cheat physics, therefore in some cases we create an illusion - flipping the camera, using kick rigs, finding funky angles, etc.
Mateusz> In a world of macro shots and abstract compositions, directors are usually looking for unseen yet fresh and creative approaches. What’s great about Bites Studios is that we gather creative and very technical individuals that love to explore, experiment and are open to challenges. Unsurprisingly, the images are very satisfying :)
LBB> Is there a particular product or type of food that is more difficult to film than others and why?
Kuba> I believe all products, as well as its individual ingredients, require the same level of attention as they build up the final product. However, liquids such as milk in coffee shots are the most demanding as there is a little control over how it spreads in the magical underwater shots.
Same goes for streaming liquids. An example of this can be seen in our McCafé autumn campaign, where the liquids had to flow in circular motion and gravity was not making it easy for us to have the desired effect! Although, like I’ve mentioned before, by the illusion of angles and perspective we are able to reach the desired effect.
Mateusz> I agree, all shots and products require the same amount of attention. In terms of the technical approach, the most demanding are liquid shots like coffee and soft drinks. You can control their dynamic and general flow but not every single droplet, so it needs time to capture the perfect shot.
LBB> Which project so far has been the most memorable for you personally?
Kuba> McDonald’s Food Trust was very different as it was not just “the one” product or key ingredient but it talked about being close to the food. We had a variety of meats, ingredients as well as the indulgence aspect of the shoot, meaning the talent shots were combined with super fast motion control moves.
Mateusz> Hard to say that it was one project because we’re shooting three campaigns together - two directors in one studio at the same time in a divided set. Not sure if that was a competitive attitude, but both gentlemen made beautiful images.
LBB> How has your work for McDonald’s evolved over time since you first started collaborating?
Kuba> We started off as a typical service provider and evolved into a creative partner with great production capabilities, combined with experience and know-how. I believe that by working close to the agencies and clients, we are able to guide them in a positive way. Providing support and sharing our know-how and experience allows the production to be on a different level, opening up and making even more demanding shoots.
LBB> What do you value most about collaborating with McDonald’s?
Kuba> Having a client that fully trusts you is very important, but having a client that trusts you and comes back to shoot with you on a regular basis is even more rewarding.
LBB> What do you most love about working together?
Kuba> Me and Mateusz started working together in 2020, a year which brought many changes in our production approach as well as a massive change in the whole global production world. However, we did not take long to understand each other superbly, as we both have very similar professional paths. Mateusz is a very meticulous person who is also very communicative. Breaking down projects with someone that thinks the same way as I do helps a lot.
Mateusz> It’s really important to have the same - or at least a common - workflow and style of communicating because when it comes to projects, you spend a lot of time together. We have known each other for a while now and understand each other really well. That is really helpful when there is time pressure and lots of topics simultaneously. We both know what to expect from each other.
LBB> What are some of the brand challenges you have helped McDonald’s overcome over the years?
Kuba> The whole communication of digital has come a long way from simple "packshot and claim”. Together with our partners from the agencies, we help to develop the projects and try to provide our know-how and technical workshops and equipment.
As you will see, the current design of the materials is a much more complex process of merging appetising food shots together with interesting angles, light, and not to mention the extraordinary camera moves, as well as an option of 100% repeatable packshot plate shots, allowing us to play around with different products such as the latest McDrwal commercial.
LBB> What's the coolest special effect you've done on a project for McDonald’s?
Kuba> I’m a fan of motion control shots, the “egg shot” made by Jacek Szymański was a nice one. We had to use organic and real eggs in order to achieve the effect but the challenge was not to damage them as the yolk had to be intact. It wasn’t the easiest of shots but our SFX team found a way to make it look super appetising.
Mateusz> My friends know well that I’m a coffee lover so it cannot be anything other than coffee shots :) Coffee floating between huge ice rocks, movement that gives you a sense of space, all perfectly done by Jakub Hajduk. What makes these shots great is details... espresso, beautiful lid ice rocks, timing of floating coffee…
