Facebook and 'fry tickling:' Behind the scenes at McDonald's social World Cup

Marketing took a peek behind the doors at Facebook's creative studio to find out how the team hand-crafted McDonald's "Fry Futbol" films using the fast-food chain's packaging.

LONDON: Marketing took a peek behind the doors at Facebook's creative studio to find out how the team hand-crafted McDonald's "Fry Futbol" films using the fast-food chain’s packaging.

A typical night on the Fry Futbol set would involve the producer or directors arriving at about 5 pm to watch the match and make notes, before coming up with an idea for the final 15- to 30-second film.

The crew would arrive at 11 pm, and by 11:30 pm, the idea would be storyboarded and sent off for approval to McDonalds, FIFA, and the legal team.

"We shoot for about three to four hours with a full crew here including on-set people who can move each of the fries. We have a ‘fry tickling team’ to make sure we can get full movement in the crowd," said Rob Newlan, head of Facebook Creative Shop. "We've got the puppeteers and hand artists who are controlling the fires on-set and really we add the craft by a three-to-four-person art department that is making sure they're adding character and fun and being able to bring individuality to each of those films."

The films are live-edited from a suite just off-set, and the final videos are sent for sign off at 6:30 am.

This story originally appeared on the website of Marketing.  

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