mcdonald’s egg mcmuffin animated video makes processed food look so good

designed by 3D animator matthieu braccini, the minimalist mcdonald’s campaign sees a series of GIFS that reinterpret how egg mcmuffins are made. from sliced bacon to toasted muffins, the

animations propose edible and nutritious data probably less fattening than the real meal. on his behance page, braccini has shared several images as well as a director’s cut video (see

above) that compiles all the GIFS with background music.

‘we deconstructed the product and used its separated ingredients to create fifteen abstract allegoric 3D animations crafted with C4D and rendered in redshift,’ said TBWA as reported by

adweek. ‘extra care was given to textures and physics, to properly convey the softness, roundness, smooth and silky aspect of the product. the choice of colors, materials, and overall art

direction contributed to recreate an appetizing food environment. we chose infinite loops as a format to further enhance the soothing and hypnotizing effect of the animations, and built an

experiential website to host them on both desktop and mobile, where design and user interaction is also aimed at constructing a smooth and playful digital universe.’

advertising managers: maurizio biondi, clémence arnaud, floriane triacca agency managers: luc bourgery, marc fraissinet, agathe bruneau, priscilla vaudevire executive creative directors:

benjamin marchal and faustin claverie creative director: maud poilpré tv producer: mathilde nanot-lachkar production: TBWA\else CEO: maxime boiron director: maud poilpré

production: line georges, pierre rebourseau creative lead: nicolas barrès programmer: kamal zitouni 3D illustrator: matthieu braccini