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.
ECDs: Benjamin Marchal, Faustin Claverie
Creative Director: Maud Poilpré
Creative Lead: Nicolas Barrès
3D Illustrator: Matthieu Braccini
The spot demonstrates the wide breadth of roles that come under the bracket of nursing, from mental health to district nursing to A&E and working with learning disabilities. The film does an excellent job of portraying the complexity of the nursing role today, caring for both the physical as well as emotional needs of patients.
ECD: Mark Elwood
Creative Directors: Hugh Todd, Lovisa Silburn
Director: Billy Boyd Cape
Production Company: Academy
Jake Newbury’s interests are broad, though it’s clear he’s naturally inclined towards underground scenes. Having recently graduated from the Design for Publishing course at Norwich University of the Arts – where he specialised in editorial design and illustration – the designer has created eye-catching spreads based on streetwear brands like Carhartt WIP and Stone Island, as well as experimental producer Aphex Twin.
Newbury’s penchant for distressed visuals comes through in these projects, but his wider portfolio demonstrates an eye for sleeker styles.
“Basically, it’s 25 frames per second and it’s a very insane way of doing things, really,” says Phoebe McCaughley of her painstakingly crafted animations. Working with scraps of fabric and leftover packaging – which she uses to build her characters – McCaughley has found an innate talent for recreating natural movement. She’s also shown a deft hand for dealing with the big topics such as motherhood and mental health, which she manages to explore with an element of light-heartedness.
Not only is her work charming and relatable, it’s a reminder of just how enjoyable stop motion can be, when it’s done right.