McDonald’s commissioned five social media films to celebrate their Great Taste of America range of burgers. The core idea was to showcase each burger within its own miniature environment, with each setting inspired by a different American city. For example, the New York Burger was placed within a bustling miniature cityscape.

I was brought in during pre-production as a director, working alongside Nemorin’s creative team. I supervised the construction of the miniature sets and tested the moving elements to make sure everything would work on the day.

The films were shot entirely in-camera, with crew members operating each moving component from behind the scenes. The challenge was to synchronise all the moving parts so that every element of the scene worked together seamlessly during the shoot.