about

For many people, McDonald’s is more than just a place to eat. It’s a stop along the way. A moment to pause, recharge, and spend time alone or with others.

For McDonald’s, we developed the series Today at McDonald’s together with TBWA. A format where the focus isn’t on the food, but on the stories of the people who are there. Each episode highlights a specific group holidaymakers, night owls, early risers. People who all have their own reason to be there at that moment.

We follow real visitors during their moment at McDonald’s. No scripts, just spontaneous conversations and recognizable situations. The style is friendly and accessible. Light and relaxed, filmed up close so viewers feel like they’re right there.

By focusing on real moments, the series creates a strong sense of recognition. Sometimes lighthearted, sometimes personal, but always genuine. Our role focused on developing the format and full production. The result is a content series that shows what McDonald’s means in everyday life.