Chuka’s ‘Check This’ – Transparent Giants

Over the years, myths of fast food photography have abounded. Frozen vegetables to plump the burger, a quick greasy rub down to glisten the patty, even utterly plastic buns and cheese. In the interest of dialogue, McDonald’s has created a video about their food photography process, in response to a customer’s inquiry. The brand has also created a complete Q&A website, to quell all the rumours about their food’s makeup. In this instance, rather than deflecting accusations that the vittles in their advertisements look better than store-made food, they’re showing exactly why this is the case.

Surprisingly enough, the intensive photography process actually defends the brand. The backwards tilts of the bun explains the visible ingredients, and the overall responsivity of the company naturally reflects well. Certainly, one can question the veracity of the video, as well as McDonald’s selectivity in choosing questions to answer, but the brand seems to have shone a positive light on itself. It’ll be interesting to see what other questions they respond to.

Also, for absolutely no reason, SoulDecision.

Cheers.

- C.E.