DDB’s “Bite” campaign links athletes’
hunger for the Gold with consumers love for McDonald’s McNuggets.

CHICAGO— Filmworkers provided post services for a
new Olympics-themed campaign from McDonald’s and DDB, Chicago, that has plenty
of “bite.” The new spots connect the 2014 Winter Olympics in Sochi with the
McDonald’s brand by showing medal-winning performances from past games, and
consumers watching at home while enjoying McDonald’s Chicken McNuggets. Each
spot ends with a shot juxtaposing the winning athlete, celebrating victory by
biting a medal, with a consumer, who is also celebrating by biting a McNugget. U.S.
snowboarder Louie Vito, ice hockey player Patrick Kane and speed skater Shani
Davis are among those featured in the ads.

Filmworkers’s role was to help give each spot a seamless
quality through color-balancing and visual effects. That work was especially
challenging for the 60-second spot Celebrate
with a Bite
as it opens with a fast-paced montage of Olympics footage
spanning more than five decades. “We had black & white footage, color film
from the 60s and 70s and video from the 80s, as well as the new material,”
recalls Filmworkers colorist Fred Keller. “When it’s all played together, it
looks spectacular”

Keller balanced the color using a Baselight EIGHT system.
Filmworkers Visual Effects Director Rob Churchill used visual effects tools to
further adjust for variations in grain and other visual textures.
Filmworkers affiliate Vitamin created the campaign’s end tag
animation pairing the McDonald’s Golden Arches logo and the Olympics’ familiar
five interlocking rings.
Filmworkers is located at 232 E. Ohio St. Penthouse,
Chicago, IL 60611. For more information, call (312) 664-9333 or visit www.filmworkers.com.
Credits
CLIENT:  McDonald’s
AGENCY:  DDB Chicago. Matt Eastwood and Tony Malcolm, Executive Creative Directors; Nancy Jordan, Creative Director; Brian Boord and Chad Broude, Associate Creative Directors; Matt Green, Producer; Liat Ebersohl, Executive Producer.                   
PRODUCTION:   PYTKA, Joe Pytka, Director; Tara Fitzpatrick,
Executive Producer; Gretchen Siss, Line Producer.
EDITORIAL:  Whitehouse Post. Meg Kubicka, Editor; Matt
Jameson, Assistant Editor; Dawn Guzowski; Producer; Dan Bryant, Executive
Producer.
POST: Filmworkers. Fred Keller,
Colorist; Rob Churchill, VFX Director; Lisa Long, Executive Producer; Derek de
Board, Senior Producer.
AUDIO: Gutenberg. Nick
Papaleo, Sound Engineer. 
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