McDonalds Fries

Overview

Few products in the world carry instant emotional recall like McDonald’s fries.

The Sound of Fries was conceived as a celebration of that legacy—transforming a simple craving into a full-blown musical moment. Created in collaboration with the esteemed team at Publicis Groupe Middle East, the film set out to rekindle decades of love for one of the brand’s most iconic offerings.

Early conversations explored licensing a classic Shirley Bassey–style track, but instead of borrowing nostalgia, we chose to compose it from scratch.

The Challenge

The task was deceptively complex.

The music needed to:

• Evoke the late ’60s golden era of big, indulgent advertising
• Feel instantly familiar, yet entirely original
• Match the bold visual storytelling without tipping into parody
• Celebrate indulgence with swagger, glamour, and bit of humour

Most importantly, it had to sound expansive—the kind of music that commands attention from the first note.

Creative Direction

We approached the fries as a larger-than-life star.

Drawing inspiration from classic big-band, lounge, and cinematic pop arrangements of the late ’60s, the composition was designed to feel theatrical, indulgent, and unapologetically grand.

Key creative choices:

• Bold lyrical writing that personifies the fries as an object of achievment
• Rich harmonic progressions reminiscent of classic show tunes
• Dynamic brass stabs and swells to mirror visual flourishes
• A confident, tongue-in-cheek tone that never breaks character

This wasn’t a matter of chance—it was commitment.

Sonic Palette & Arrangement

Authenticity was central to the sound.

• Live jazz horn section — trumpets, trombones, and saxophones
• Rhythm section — upright bass, piano, brushed drums
• Classic vocal styling — rich, theatrical, and commanding

Everything was arranged to preserve the warmth, saturation, and human imperfection of the era. No modern shortcuts—just real players, real performances, and bold musicality.

Execution

• Full original composition and lyric writing
• Live recording sessions with jazz horn players
• Period-accurate arrangement and voicing
• Final mix crafted to retain analog warmth while translating cleanly across modern platforms

The track was designed to feel just as convincing on a cinema screen as it would blasting from a vintage radio.

Result

The final film delivered a swagger-filled sonic throwback—one that transformed nostalgia into flavour.

By choosing originality over licensing, the campaign gained a sound that felt timeless rather than borrowed. The music didn’t just support the visuals; it elevated the fries into an icon once again.