Behind the scenes at a McDonald’s food photo shoot

Why does McDonald’s food look so much better in the ads than at the restaurant? Watch as the director of marketing for McDonald’s Canada buys a Quarter Pounder at McDonald’s and compares that to a burger prepared by a food stylist and retouched in post by an image editor.

Short answer: the burger at the restaurant is optimized for eating and the photo burger is optimized for looking delicious. (via ★interesting)

• advertising
• food
• McDonald’s
• photography
• restaurants
• video