McDonald’s – What We’re Made Of

Agency:Vitamin Pictures
Client:McDonalds
Concept & Direction:Ryan Dunn

Pre-production Photography:Kim Nielsen & Ryan
Compositing & Misc:Elliot Lim, Russ Harper, Kim Nielsen(minor)

In the early 2000s, McDonald’s was at a turning point. As consumers became more health-conscious, the fast-food giant introduced salads to its U.S. menu.

As a Junior Designer at Vitamin Pictures in Chicago, I had the opportunity to be part of the team tasked with developing a visually captivating commercial to promote these salads. This project was a blend of creativity, experimentation, and brand evolution.

A Collaboration of Vision and Creativity

While a Junior at Vitamin, I had the chance to collaborate with lead creative Ryan Dunn on building the pitch for McDonald’s (What we’re made of) salad push. The concept centered on McDonald’s iconic golden arches, but with a healthy twist—arranging fresh vegetables, fruits, and salads in the shape of the famous arches. This visual approach was intended to signal McDonald’s shift toward healthier options while staying true to its recognizable brand identity.

Leading Experiments and Visual Testing

Given that the idea was heavily visual, it called for numerous tests and experiments to achieve the right look and feel. I took the lead on many of these tests, exploring different ways to creatively arrange and showcase the fresh ingredients while maintaining the integrity of the McDonald’s branding. From testing the best produce combinations to experimenting with lighting and composition, my role was hands-on in ensuring the visuals told a compelling story.

The final result was a commercial that communicated freshness, health, and vitality—all while showcasing the familiar arches in a new, refreshing light.

Years after working on the McDonald’s salads commercial, I had an unexpected moment while visiting my local McDonald’s in Odense. To my surprise, I spotted some of my photography and compositions from the campaign on a Danish promotional folder. It made me wonder—who knows how many countries around the world might have used those visuals over the years? It was a fun, unexpected reminder that creative work can have a reach far beyond what you initially imagine.