Every year, McDonald’s launches a huge breakfast bagel campaign spanning its many regions. The problem is that McDonald’s wasn’t indicating why their bagels were a premier option over the competition. My goal was to tell a bigger story with the breakfast bagels by highlighting the key ingredient that makes each bagel unique. This not only makes the key ingredient stand out, but it also gets people excited to take that first bite. I mean, who doesn’t love crispy bacon?
The Bagel Wheel
In order to feature each of the products and their unique ingredients, I had to figure out how to give each product time on screen while indicating the ingredient that makes each product unique. I created this bagel wheel that rotates through the three bagel options and expands the ingredients within them. This allowed for the flexibility to feature each product while highlighting the differentiating ingredient with the product indicator.
To get this to animate the way I wanted, I set up a rig that controls how the bagel looks and the action it takes as it travels from the foreground to the background. With this rig, I had more control over the product indicator, the expansion of the bagel to reveal its parts, and the tint and blur applied to the bagels as they traveled from the foreground to the background. All of these elements working in conjunction helped me achieve the look that I wanted in an easily editable way.
Art Direction & Motion Design—Patrick Napoli
Spec work for McDonald’s. Assets provided by H/L Agency