McDonald’s

When I started working on McDonald’s it was at a critical point in its a history. The company was midway through a full-scale reinvention — across menu, operations, sourcing, the lot. And then Morgan Spurlock happens along with Supersize Me.

You know the one. Bloke eats everything in sight for a month. Turns into a fat bastard. And it's someone else’s fault.

McDonald’s was getting hammered in the media, and it was time to tell their side of the story. After an initial campaign that put to rest some of the myths (pig fat in thick shakes, weapons-grade plutonium in nuggets, patties made from the remains of missing children), this work focused on what the company was doing — from sourcing to sustainability to new menu options.