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McDonald’s ‘Spaceman Stu’ advert

Agency: Leo Burnett

Client: McDonald’s

When Leo Burnett needed a full-service production studio to launch a major new McDonald's campaign, they chose Duck to create the stylised, vivid fantasy spots.

‘Spaceman Stu’ is set in an illustrated universe of a child's vivid imagination; a stylized and slightly disproportionate world in which fantastical stars hover around the characters and gravity works selectively.

The spot stars a character that hovers impossibly over the globe and inside of a McDonald's, smiling as he enjoys his Happy Meal.

His large head and helmet, short arms, and odd body proportions created a physical makeup that rendered certain actions impossible and presented difficulties in making the character look comfortable.

To inject the setting with a handmade feel, Kompost crafted the textures and cut the stars out of cardboard before digitizing.

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