Most of Jonathan Chapman’s projects these days require he shoot stills and motion capture side by side, and he and his crew have it down. They’ve made a name for themselves with this approach and the high quality deliverables they produce.
His latest assignment was to create a corporate image library for McDonald’s, which external agency partners have access to for various brand projects. The project took him from Austin to Vegas and up to Portland and Seattle in the Pacific Northwest. In a typical day it is not uncommon to generate between 5,000 and 7,500 captures. An edit of roughly 25 percent are delivered as “JCP selects” and a “JCP alts” just in case. In either case, Jonathan says he is “confident that the client will find what they need.” McDonald’s typically reshoots a library of this size every two years; however, they do produce one-time projects fairly regularly.
The talent are all real people, including the employees. The images have an authentic feel and make the most of subtle regional differences. Small details, like the strong silhouette and the unifying earthy warm palette, help create that signature JCP look, which is so useful for a vast corporate identity like McDonald’s.