For most of us, late night trips to McDonalds are a bit of a blur. But with its latest campaign in France, the burger chain portrays the after-hours experience as a thing of beauty.
Familiar menu items, Big Mac, fries and sundaes appear as shimmering, luminous forms, guiding nocturnal diners out of their dream states (and into the nearest McDonalds restaurant).
Created by TBWA Paris and shot by photographer Helmut Stelzenberger, the models took 10 days to make using 1,100 LED lights, followed by a further two days of shooting. The result, we reckon, was worth a couple of late nights.