McDonald's: Alien (Earth's Treasure) by Moroch for McDonald's

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Industry Fast food
Media Film
Market United States
Agency Moroch
Director Fred Raimondi
Executive Creative Director Bob Shallcross
Creative Director Rob Trent
Art Director David Soames
Copywriter Gavin James
Released July 2011

Credits & Description

Aliens abound in the new “Earth’s Treasure” spot for McDonald’s via agency Moroch directed by BRW USA’s Fred Raimondi with narrative enhancing music and sound design created by PrimalScream Music. It’s a visual effects-heavy homage to sci-fi
blockbusters that deftly transitions tone from creature thriller to its surprise conclusion.

*Agency Copywriter Gavin James says: "We wanted an audio landscape that
painted a mood but didn't overpower story. This would be a delicate balance
between score and sound design; we wanted sounds unique to this alien world,
these characters, and their environment, yet we still wanted it to be
grounded in something relatable. PrimalScream Music nailed that balance and
really helped elevate the spot"

Director Fred Raimondi agrees, “Nicole and PrimalScream Music really nailed
it, from the music to the voices and sound design. It all worked together
perfectly.”

Agency: Moroch
Executive Creative Director: Bob Shallcross
Copywriter: Gavin James
Art Director: David Soames
Broadcast Director: Kathleen Torres

Production Co. BRW USA
Director: Fred Raimondi
EP: Andy Traines
EP: Gianfilippo Pedrotti
Character Design: Tully Summers

Music, Sound Design, Character Voices: PrimalScream Music & Sound
Creative Director/Executive Producer: Nicole Dionne
Composer: George Kallis
Sound Designer: Stuart Brawley
Alien Voice Creation: Stuart Brawley

VFX/Animation: The Mission
Executive Producer: Michael Pardee
Animation Director: Piotr Karwas
Creative Director: Rob Trent
Lead Compositor: Christopher Moore
Compositor: Katrina Salicrup
VFX Producer: Diana Cheng
Animator: Alfonso Alpuerto
Animator: Nicole Herr
Modeler: Chad Fehmie
Modeler: Raul Dominguez
Rigger: Nole Murphy
Texturer: James Lee
Lighter: Oliver Arnold

The Film titled McDonald's: Alien (Earth's Treasure) was done by Moroch advertising agency for product: Mcdonald's (brand: McDonald's) in United States. It was released in Jul 2011.