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