McDonald's / White Dog Agency / McPlace Internal Communication Campaign in France


McDonald's / White Dog Agency / McPlace Internal Communication Campaign in France

Thursday, September 29, 2016, it is 10:00 am and I have a meeting at Boulogne in the office of the White Dog agency. Everything starts with a good coffee and an announcement… « We are going to realize the new McPlace internal communication campaign for McDonalds ». While the day before I was still eating a Royal Cheese innocently, I am informed that we are going to make together a small step in the McDonald's history.

The objective of this campaign is to reward McDonald's employees by offering them an unique photography experience. The agency wishes that the dynamism of the company and its multicultural richness are reflected in these portraits. Then we imagine an original concept based on colored powder, these powders used in Indian festivals.


Preparations, a teamwork.

I thus realize a colorimetric study, in order to put together with harmony the yellow, the green and the purple imposed by the brand and I take care of its technical realization. In collaboration with the Artistic Director of the agency, Jean-Christophe Letraublon, we make the choice of Holi powders and BD background papers and in the meantime France Hofnung, the stylist of the project, begins her research to dress the models.

Then comes the moment to think about the lighting and I am already ringing at Profoto France, which i have the honor to be partner with. I am lucky that this project coincides with the release of the new D2, which will be presented at the Salon de la Photo a few days later. And these famous D2 announce a flash duration of up to 1/63,000 of a second. Crazy ! This means to me a movement frozen but in an unprecedented way. After the presentation of the study, Profoto does me the honor to support us by puting me at the disposal 6 flashes.


As a Fujifilm X-Photographer ambassador, a few weeks ago, Japan did me the great honor to send me the new X-T2, signed in my name. Awesome ! So it remains for me to choose the focal length for this project. The XF 90mm F/2 R LM WR holds my attention for its lens compression and its exceptional sharpness. By the time Capture One Pro updates itself to accept new files from the X-T2, we are finally (almost) ready.


Because who says powder, says the security of the equipment. Which requires me to build boxes to maximally protect the camera and computer. For this project, we shoot in tethering mode, in order to have the perfect control on the colors, the visuals of the study being displayed permanently for reference.


The day the idea takes shape.

November 07, 2016, it is 9:00 am, it’s the big day. We meet at Studio Bercy. After 4 hours of installation and light testing, we can finally begin to shoot. The Fujifilm X-T2 is set up at F/11, 1/250s and Iso 200 and ready to trigger the 7 Profoto monolights installed as follows :

•    An umbrella XL in main light above the model to create a vertical main contrast.
•    Two white Beauty Dishes with a grid 25° in return to create a transparency through the powder.
•    Two Strip Softboxes 1x3’ to light the background.
•    A silver Beauty Dishes to accentuate the face.
•    And a Strip Softbox 1x3’ to control the density of the sweater.


Accompanied by the entire White Dog team (stage officer, stylist, make-up artist...) and my super assistant The Dandy Smiths, who also realizes the photographs of the making-of, in 4 intense hours our 6 visuals are finalized. The day concludes with a well-deserved family photo.


Post-production, everything is in the detail.


A few days later, I start the post-production of the images in my studio. The main challenge is to bring the colors captured closer to those of the study. And thanks to Capture One Pro and the new Eizo CG-248-4K screen that equipped the studio definitely a few days earlier, this challenge is achieved. The final touch is done in Photoshop.


Retouching Making-of


A big thank you.

Now I believe that in photography there is no better feeling than creating an image born in your mind. The result ? A serie of images with an incredible sharpness and depth, thanks to the sensor of the Fujifilm X-T2 and the XF 90mm F/2 R LM WR lens, an pin sharp frozen mouvement that delivers a magical illusion, thanks to the Profoto D2 and a surgical rendering of colors to serve the harmony developed in the study, thanks to Capture One Pro.

Also how can I sufficiently thank those who made this project a reality?
First, the magical White Dog agency for its confidence. The team was able to create and implement the best conditions for this shooting. Fujifilm and Profoto, my incredible partners, who by their trust bring me invaluable support. Tight deadlines had to be respected and all the promises were kept up. Finally Capture One and Eizo, of which the latter has made the necessary so that the new screen of the studio is ready in time for this project.

A huge thank you and long live the art of the image.





Concept, Photography & Retouching : Julien Apruzzese Studio
First assistant & Making-of photography : The Dandy Smiths
Stylist : France Hofnung
Make-up : Julie Common
Studio : Studio Bercy
Assistants : Camille Roger, Nino Marina

The White Dog team :
Artistic director : Jean-Christophe Letraublon
Film maker : Louis Beaugé de La Roque
Production director : Jean-Baptiste Violet
Making-of images : Ouriel Benaroch
Stage officer : Pierre Cometti
Project directors : Dominique Rubio et Lisa Taupin

The partners :
Photographic material : Fujifilm
Lights : Profoto