Case Studies
Clips:
Every two years, McDonald's Corporation invites restaurant owner/operators to see what the company is planning for the future. Franchisees from all over the world gather together in one location, expecting to see innovative, cutting-edge, highly creative ideas designed to maximize profits. The event is McDonald's best opportunity to sell these franchisees on new concepts for their stores. To do this, McDonald's knows it must captivate its audience with something that is truly unique and revolutionary.
McDonald's Office of Innovation wanted a video that would engage viewers while energizing and motivating them to adopt upcoming technologies and designs into their current stores to increase efficiency and throughput. McDonald's turned to LiveLight! to accomplish this goal.
LiveLight! and Producer Dave Richanbach proposed a cutting-edge solution: a stereoscopic 3-D video called "D10: Kitchen of the Future." To accomplish this, LiveLight! used a custom-built stereoscopic camera allowing simultaneous acquisition of both left and right eye video streams with synchronized auto-focus and zoom. This allowed for maximum flexibility and speed during filming, which was done at McDonald's Pilot Restaurant in Romeoville, Illinois – where one of only two "Kitchen of the Future" designs exists and operates. The other location is in Kirchheim, Germany.
LiveLight! used a polarized viewing system for playback. Although it is the most technically complex, this system provides an excellent balance between crisp quality images and cost-effective viewing methods. Compared to red/cyan anaglyph and LCD shutter glasses, polarized playback produces the least amount of eye fatigue, maintains the best color accuracy and reduces the chance of technical failure.
The final product - a 7-minute 3-D video shown on a 30' screen – was featured at the 2008 Franchisee event in Orlando, Florida. Out of nearly 14,000 attendees, approximately 11,500 viewed the video and it was overwhelmingly voted the best single experience of the show.
McDonald's Corporation extended a personal thanks to LiveLight! for its creativity, dedication and quality work that clearly connected with franchisees. They designed and created an award specially for LiveLight! as a token of appreciation for the highly successful project. The award is a crystal replica of the early McDonald's walk-up hamburger restaurant.
