McDonald's Reflections

It’s dark and you’re out on the town. You probably don’t need much encouragement to scoff down a burger and fries. This outdoor campaign uses reflections of night lights on city streets to provide just enough suggestion to point people in the direction of what they really needed. Launched to coincide with the end-of-year party season, Reflections was shot entirely in camera by Toaki Okano to mimic the Big Mac, Cheeseburger, and fries.