FRAMESTORE AND MCDONALD'S STRIKE GOLD

THE new McDonald’s Chicken McNuggets advertisement is definitely very old world but the technology required to imitate this result is far from antiquated.
It was less Klondike and more Croydon for the director, Pete Salmi and the production company Joy Films as they attempted to recreate the look of the Goldrush in latter day South London for McDonalds' Chicken McNuggets.
The challenge was to makeover a modern day situation in McDonalds purely by the look of the film itself. Supposedly, Director Pete Salmi cried: “There's Gold in them thar Nuggets!” as he headed for Spirit telecine. Well, at least Dave Ludlam, Spirit co-ordinator had his grading instructions.
Director Salmi had already tested techniques prior to shooting and had decided that for greatest flexibility he would ‘antique’ the rushes in post. The food shots were graded for maximum ‘appetite’ while the remainder of the film was graded to allow Senior Henry Artist Tim Osborne to apply a variety of techniques in order to turn the rushes into sepia, add fade, scratches, weave, dirt and all of the rest of those things that have been avoided for years, but that add to the antique look.
Tim Osborne said: “It's taken the latest in technological advances to recreate a style over a hundred years old. It makes you wonder what the McDonalds commercials of 2101 will look like?” (AMcE)