*Director’s cut
Value is a narrative commercial campaign for McDonald’s introducing the McDeals platform. The film captures a series of everyday moments, from family detours to teenage dates, where a quick meal becomes part of the story.
Rather than leading with the product, the film captures a series of everyday moments, from family detours to teenage dates, celebrating the many small situations where a quick meal becomes part of the story.
This is what story-driven advertising looks like in practice: a narrative commercial that holds attention because it shows life as it actually happens.
Value was directed by Max Fisher and produced by TUNA production. Samuel Laprand served as producer on the film under the supervision of executive producer Tufan Tuna and Derya Tuna, contributing to the production planning, on-set coordination, and delivery for McDonald’s Switzerland.
The collaboration brought together international creative direction and Swiss production expertise.
Client
Production
Agency
Chief Marketing Officer
Kat Howcroft
Marketing Manager
Audrey Parance
Senior Consultant Consumer Engagement
Sandrine de Cerjat
Creative Director
Sabrina Brandenburger
Mark Taylor
Account Director
Maryna Pavlichkova-Meier
Director
DoP
Managing Director
Executive Producer
Producer
1st Assistant Director
Fabian Niklaus
Location Manager
Stefan Künzler
Set Manager
Luca Alvarez
Casting Coordinator
Melani Martinovic
1st Assistant Camera
Thomas Boff Hrabovsky
2nd Assistant Camera
Jan Schaer
DIT / VTR
Gaffer
Raphael Toel
Best Boy
Mirco Rihs
Electrician
Yoro Tobler
Jakob Wessely
Key Grip
Nik Delley
Low Loader
Cascadeurs Action
Low Loader Producer
Séverine Bataille
Low Loader Driver
Pascal Roblin
Food Stylist
Food Stylist Assistant
Leon Ferretti
Set Designer
Reto Trösch
On Set Props
Chloe Pompon-Levainville
Set Designer Assistant
Karin Nyffenegger
Beat Flury
Key Hair & Make-Up Artist
Nina Tatovitto
Stylist
Conny Fiseli
Stylist Assistant
June Fischer
Key Cast
Massimo "Kid"
Giuseppe "Dad"
Guido "Coach"
Deborah "Young woman 1"
Laura "Young woman 2"
Joya "Teenager girl"
Nando "Teenager boy"
Felicitas "Mother"
Emilia "Daughter"
Bigna "Mother (Family)"
Urs "Father (Family)"
Hiskia "Child 1 (Family)"
Jolina "Child 2 (Family)"
Eliel "Child 3 (Family)"
Footballer Kid
FC Uitikon
Extras
Atarah
Désirée
Leandro
Remo
Sarah
Christian
Alexandra
Cédric
Dominique
Floriana
Joaquim
Sebastiano
