McDonald’s ads turn making breakfast into an art form
TBWA\Paris and 3D animator Matthieu Braccini have transformed the process of bringing an Egg McMuffin to life in a series of oddly satisfying gifs
TBWA\Paris has pulled off the impressive feat of making processed food look beautiful in its campaign for McDonald’s all-day breakfast menu in France.
The agency worked with 3D animator Matthieu Braccini on a series of gifs that show different elements of making the fast food chain’s famed Egg McMuffin.
![](https://creativereview.imgix.net/content/uploads/2019/08/0cec4d83279865.5d38bfcd308d5.jpg?auto=compress,format&q=60&w=780&h=390)
They depict everything from slicing and toasting muffins to perfectly cylindrical poached eggs and layers of orange hued American cheese.
Braccini has compiled a director’s cut video of the gifs, which have been running on the brand’s Facebook page, featuring a similarly alluring, ASMR-style audio by French electronic music producer Adrobski.
TBWA\Paris has developed a knack for adding an extra layer of beauty to the McDonald’s offering – the agency’s previous work for the fast food chain includes impressionistic ads for its McDelivery service, and a minimalist wayfinding campaign using its instantly recognisable french fries.
Credits:
Agency: TBWA\PARIS
ECDs: Benjamin Marchal, Faustin Claverie
Creative Director: Maud Poilpré
Creative Lead: Nicolas Barrès
3D Illustrator: Matthieu Braccini
Sound: Adrobski