Cannes Lions

TRAYMATION

DDB, Sydney / MCDONALD'S / 2015

Film
Film

Overview

Entries

Credits

Overview

Description

The story takes place on a McDonald's paper tray mat, which comes to life as an animated world. We travel from 1971, the year McDonald’s landed in Australia, to the present and future changes happening here. We come across different stories of McDonalds in Australia: from changing the menu, to inventing McCafe, to giving it their own special nickname: Macca’s.

Execution

In this spot we had the chance to play with scale and perspective. It's as if we’re creating a string of creative illustrated posters and stitching them together in a fun and inventive way.

The film was made in a traditional 2D frame by frame animation technique using Flash. The idea behind choosing this was to have incredibly sophisticated animation but using simple elements to create funny moments of the car and McDonald’s journey through the historical Aussie story. To reflect the story moving into the modern day, the colours shift in hue from a 70s feel to a more pop feel. The transitions between scenes give the film a quirky inventiveness.

As the scenes flow from one to another we created fun moments before catching up with the car and resuming its story.

The animation process took 5 weeks and we had a team of 5 animators working feverishly the entire time. We also had a team of compositors that put the art work and the animation together and worked with the art director and directors to complete the look of the film to it’s minutest detail.

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