McDonald’s Charity Socks Campaign
Fast captions, invisible VFX and a campaign with something real behind it
A national McDonald's charity campaign featuring Szoboszlai Dominik and Dzsúdló, where I handled kinetic typography and a small but technically important VFX clean-up. The job was a good mix of what commercial motion work often really is: make the message clearer, keep the energy high, solve the awkward production detail nobody should ever notice, and stay out of the way of the idea.
Brief
McDonald's launched a limited-edition charity sock campaign with proceeds supporting children in need. The films featured two very recognisable public figures and needed on-screen typography that could add pace and clarity without competing with the performances.
There was also a brand-sensitivity issue in one location: a basilica cross visible in the background needed to be removed cleanly from moving footage.
The Challenge
The captions had to feel youthful and energetic while still respecting McDonald's visual language and the emotional purpose of the campaign.
At the same time, the VFX work needed to be completely invisible. Removing a background architectural element from moving footage meant matching camera movement, lighting, perspective and texture well enough that nobody watching should have any reason to think about it at all.
Execution
For the typography, I developed a kinetic caption style built around speech rhythm rather than decorative motion. Key words received emphasis, transitions stayed clean, and timing was tuned to support the celebrities rather than steal attention from them.
For the background clean-up, I tracked the shot carefully and rebuilt the affected area so the removal held together through camera movement. The goal was simple: the better the VFX worked, the less anyone would notice I had done it.
Stills & Styleframes
Results
The final films were delivered as polished campaign assets for national TV, social media and in-store use. The kinetic text added energy and made the message easier to follow, while the VFX adjustment maintained brand requirements without calling attention to itself.
The campaign connected celebrity reach with a clear charity message and gave me a nice combination of visible design work and completely invisible problem-solving.
Personal Reflection
I enjoy jobs where motion design has a practical purpose rather than existing because somebody felt the frame looked empty.
This one had pace, personality, a real cause and one of those VFX fixes that is only successful when nobody mentions it. That is a pretty good day.