Mc Donald's Dolce Vita

For McDonald's Dolce Vita campaign, I shot a lifestyle commercial in Milano with director Alex Koci that celebrates the McChicken Creation Dolce Vita Edition, an Italian-inspired burger. We worked with Alexa 35 on Tribes 7 glass, shooting in a LED volume that gave us precise control over the warm, appetising palette, golds, reds, and soft whites that sit somewhere between playful and romantic. The brief called for intimate moments with talent alongside hero shots of the product itself, so we leaned into macro work to catch the detail of the ingredients, then pulled back with dolly moves to show the burger in its lifestyle context. Soft lighting was key to keeping it inviting rather than clinical. The whole thing rides on that tension between fast food and the Dolce Vita lifestyle, which meant the camera had to feel generous with the product but never precious about it.