McDonald's - Magic Box (Director's Cut) from sea magic box Watch Video
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Description: McDonald's new art direction is fun, poppy and full of surprises. So with Magic Box we wanted to embrace those ideas while showing off the golden Filet-o-Fish. Working with Bernstein-Rein we came up with fun ways to show 'treasures of the sea'. Our goal was to surprise the viewer and reveal the different treasures in an engaging way while remaining true to actual mechanics of a pop-up book. We wanted to make sure we had a system of reality set up behind the scenes so we diligently researched the
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