Filet-O-Fish @McDonalds Billboards - @HoffmannLewisSTL & @BCummingsPhoto

/ Comments (7)

We may have our doubts about where the fish used in the filet-o-fish actually originates from, but we have no doubts that these billboards we've seen around town are quite the catch of visuals paired with somewhat clever copy.

Brian's signature portraiture style really shines on this gritty cast of characters and builds the desire around that fish square on bun. The copy is fairly supplementary to the surrounding visuals but not distracting, which is almost more important.

Here's some background snippets on the shoot from Brian Cummings blog (which is worth reading in it's entirety):

First step: Casting. When you are casting on budget, professional models are typically not an option. So we go to plan B: Scrolling through our mental photographic rolodexes for “models” who fit the bill. We noted several options, including friends, friends of friends, and a few strangers we found online (through reputable sources, I’m told). In the end, we nailed it hook, line, and sinker. With Brian’s wife’s boss, a professional Santa (luckily we caught him in the off-season), and our very own photo assistant Derek Feldman to star as the fish sandwich-seeking deep sea diver, we were set.

Step two: Wardrobe. Dressing the fishermen was straightforward and fun, and a little research lead to a costume shop in L.A. that could provide the diving suit, but there's nothing like sourcing an antique, rentable, diving helmet to really take the wind out of your sails. This helmet probably hadn't seen a camera since it was used in Men of Honor over a decade ago.

Step three: Shoot!

Ashley Geringer - Art Director
Corey Smale- Copywriter
Mark Manion- CD/Writer
Jon Hansen - ACD/ Art Director
Annie Heyward - H&M
Brittany Accardi - Producer
Monica Heitz / Derek Feldman - Assistants


Odd retouching work on the background. The mirroring can be seen in the waves very easily. Is this just lazy work because these details don't always present themselves when viewing a billboard from afar.

Type is also odd. Lack of high-contrast copy space demanded white with black backing? Size and thickness of the letterforms proves a bit hard to read. Not much artistry in the type placement. The 'Try a Burger...' version may be extremely difficult to read.

Great portraiture. Determined copywriting. Just feels like it's still in comp stage.

We noticed the symmetrical rogue wave after posting as well. Looks like it's covered up in most of the uses.

I'm sorry, but why is McDonald's (one of the biggest brands in the world) too cheap to pay for real talent?

Why would the anonymous poster think that Brian's work isn't worthy of the McDonald's brand?

"I'm sorry, but why is McDonald's (one of the biggest brands in the world) too cheap to pay for real talent"

This is a local St. Louis creative that has a long history of excellent work done for many brands on the same level as McDonald's. He brings this same critical eye to his photography.

Take a look at his other work. Go to one of his shows. We should be proud to have such talented people representing our city.

@Jared Reed - We think they were referring to the talent in front of the camera. Brian talks about how they had to "cast on a budget" on the first step.

Great photography from Brian (as usual), great casting, fun writing. Nice interesting work on many fronts.

Another well-produced campaign for McDonald's from H|L even with Jon Hansen's mug. Fun production story, too.

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