McFresh — McDonald’s Advertising Food Photography

Advertising food photography for McDonald’s McFresh — a product line built around fresh ingredients and lighter menu options. Shot for McDonald’s Belarus with agency Ambition DDB for outdoor advertising and brand communication.

The visual brief centred on freshness as a tangible quality: crisp vegetables, visible texture, clean backgrounds, and lighting that reads instantly at billboard scale. OOH placements demand a different kind of image discipline — no detail that doesn’t survive enlargement, no composition that requires more than
two seconds to read. Every element in the frame was there because it earned its place.

This was the McDonald’s campaign shot with the same core team, which meant the approval process was faster and the on-set decisions more confident. Working repeatedly with the same food stylist and retoucher on brand-standard shoots builds a shared visual shorthand that shows in the final images.

Client MCDONALDS BELARUS
Agency AMBITION DDB
Photographer RODION KOVENKIN
Food stylist EVGENIY MAKAREVICH
Post-production DMITRY ZYABLITSEV