Aliens abound in the new “Earth’s Treasure” spot for McDonald’s via agency Moroch directed by BRW USA’s Fred Raimondi with narrative enhancing music and sound design created by PrimalScream Music. It’s a visual effects-heavy homage to sci-fi blockbusters that deftly transitions tone from creature thriller to its surprise conclusion.
Feature film intensity informs each aspect of the commercial’s production, where every element unites to produce the ultimate film styled experience. Accordingly, the team assembled for the production has deep roots in features and advertising, from award-winning director Fred Raimondi to PrimalScream Music’s selected composer George Kallis whose talent for blending cinematic boldness with humor was ideal for the project’s tone. Raimondi tapped preeminent character designer Tully Summers (Avatar, Green Lantern, Tron) to help design the commercial’s alien stars. To add depth to these original characters, PrimalScream Music developed and recorded more