Client: McDonald’s
Project: Global Food Photography & Guidance
Objective: Define best-in-class guidance for food photography and establish a growing library through a comprehensive shoot. Elevate the quality of food photography in the system by motivating big markets & empowering smaller markets.
Creative Director: Tyler Brooks
Design Director: Hannah Steinberg
Role: Designer/Senior Designer, promoted during
Contribution: Attended remote photoshoot and assisted in art direction. Co-directed retouching process, as well as assisted with retouching the files. Designed the entire Global Photography Guidelines and corresponding internal website. Everything that was shot was made with real McDonald’s ingredients and were completely edible…that is if you like cold food that has been handled by lots of people.
McDonald’s global food photography was inconsistent in both style and quality
We elevated the quality of the images and unified the style
Selected pages from the 135 page Global Photography Guidance document