MV K-Terhangat Mekdi
12. Craft Kancils [12.3a Production Design/Art Direction: Single]
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creative assets
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Links:
https://www.youtube.com/watch?v=PKacp7-Vges
Product/Service:
Fast Food
Client:
Gerbang Alaf Restaurants / McDonald's Malaysia
Brief:
McDonald's set out to launch its Spicy Korean Burger through a K-pop-inspired music video featuring three artists: Meerqeen, Han Byul and Hael Husaini.
The objective was to celebrate the burger's Korean inspiration, bold spicy flavour and unique product features through music, dance and entertainment.
The music video needed to showcase the Spicy Korean Beef and Chicken Burgers while creating a fun, energetic and memorable experience that connects with younger audiences.
Solution:
Bringing together three artists as McDonald's very own K-boy band, we wanted to create a full K-pop-inspired music video filled with energy, attitude and personality.
Taking inspiration from the visual language of K-pop music videos, we approached the execution through colourful and stylized environments, dynamic camera movements, choreography and rhythmic editing.
Set design played an important role in shaping the visual journey.
Each artist was introduced within their own colour-themed chamber, representing the three key elements of the burger: Spicy, Kimchi and Black Bun. As the music progressed, the visual world expanded into larger performance stages, building energy and excitement towards the final chorus.
Beyond the performances, we wanted the Spicy Korean Burger to remain a key part of the entertainment. Through playful interactions, stylized product moments and expressive reactions, we brought out the burger's bold flavour and spicy kick without interrupting the flow of the music video.
The result is a vibrant, high-energy music video where music, performance, visual design and McDonald's branding come together as one entertaining experience.
